Day 041 - 28 Oct 94 - Page 51

     
     1        McDonald's does do take-away and this boy does -----
     2
     3   Q.   So that would be people bringing the meal's home, nipping
     4        out to their local McDonald's and bringing the meals home?
     5        A.  We do not know where that person is going.  They may be
     6        going shopping.  They may be doing anything and they would
     7        take in McDonald's on the way, but they would have taken
     8        the take-away home to the son, yes.
     9
    10   Q.   Is that not what you were just saying that you did not do?
    11        A.  No.  We were specifically in that commercial trying to
    12        show about the practice of youth and everything else around
    13        this child and his skill at football.
    14
    15   Q.   Implying that his parents could get him a take-away and
    16        bring it home?
    17        A.  Yes, that would be true too, but that is not the thrust
    18        of our advertising campaign.  That is just one
    19        execution-----
    20
    MR. JUSTICE BELL:  Are you saying the thrust of the ad is if you
    22        want to get a take-away so you can sit and eat your meal in
    23        front of the television without taking some time in
    24        preparing it, or for whatever reason, "do not forget
    25        McDonald's do that", rather than persuading people to have
    26        a take-away way rather than eat in?  Is that your point or
    27        have I misunderstood it?
    28        A.  The thrust of it was actually something slightly
    29        different anyway, in that we were trying to associate
    30        McDonald's with the World Cup and sport and attention to
    31        detail.  That was the main reason the commercial was
    32        written.  The point was that McDonald's can do take-away,
    33        so you do not have to go out to McDonald's or, if there is
    34        a family, that they could go out and they would probably
    35        have gone shopping or whatever, grabbed a take-away on the
    36        way home for the son because he was not going to go out
    37        with them as a family.
    38
    39   MS. STEEL:  Was there any suggestion that they were going out
    40        shopping?
         A.  Not that I can recall, no.
    42
    43   Q.   The suggestion was they were going out to get a meal and
    44        then coming straight back?
    45        A.  The suggestion was they were going out, yes, together
    46        as a family unit; that he did not want to do that because
    47        he knew he did not have to because McDonald's does
    48        take-away.
    49
    50   MR. MORRIS:  Just to finish off with the book, before we put it 
    51        away, when you started in this country, McDonald's, the 
    52        first restaurant at Woolwich had a big problem trying to 
    53        attract people in?
    54        A.  Yes, it did.
    55
    56   Q.   Was television the main key to generating custom?
    57        A.  Very early on for that restaurant, no, it was not,
    58        because we could not afford to go on television to support
    59        one restaurant.  It was very much more a local activity
    60        that was being done.