Day 044 - 02 Nov 94 - Page 41

     
     1        the reason for encouraging people to make so-called
     2        "educational visits" to your stores?
     3        A.  Certainly, if you know as much as you can about a
     4        particular goods or service, they can see it as it is
     5        actually being developed or made, or going to a factory or
     6        going to a restaurant, and if your impressions of what is
     7        going on in that restaurant are favourable, that will
     8        certainly induce long term loyalty; yes.
     9
    10   Q.   That includes for children, does it not, those tours?
    11        A.  The tours are made available to children, as well.
    12
    13   Q.   Yes.  So you make profits out of these educational visits
    14        for children; is that correct?
    15        A.  If the child likes what he sees and comes back more
    16        often because of it, yes, we would get additional profits.
    17
    18   Q.   That is the idea of it, is it not?
    19        A.  That certainly is part of the idea and is one of --
    20        I would say certainly the long range objective.  But
         I think the most important thing is that they actually see
    22        the operation and see the care that we take in the
    23        preparation of the food; and, actually, for children, it is
    24        exciting to see what is going on "behind the scenes".
    25
    26   MR. JUSTICE BELL:  Would you agree that the main objective is
    27        increased sales, ultimately?
    28        A.  Ultimately, yes.
    29
    30   Q.   If it brings in some advantage by a side wind, so much the
    31        better.  But the main objective is commercial, is it not?
    32        A.  Yes.
    33
    34   MR. MORRIS:  If we go to page 153, "ronald mcdonald personal
    35        appearances", I will just read out that paragraph again and
    36        ask you a question about it:
    37
    38        "Ronald loves McDonald's and McDonald's food.  And so do
    39        children, because they love Ronald.  Remember, children
    40        exert a phenomenal influence when it comes to restaurant
         selection.  This means that you should do everything you
    42        can to appeal to children's love for Ronald and
    43        McDonald's."
    44
    45        What kind of love is that that you are talking about?
    46        A.  Well, I think the copywriter was using, probably, a
    47        word that I might not have used.  But I think "love", in
    48        general, that he loves to play, a child loves to play a
    49        lot, a child loves to have fun, therefore, and as part of
    50        that they love ronald mcdonald. 
    51 
    52   Q.   Because of that, they love McDonald's and McDonald's food? 
    53        A.  I think they love McDonald's food and they love Ronald,
    54        and certainly liking -- or, in this case, using this word
    55        "loving" -- ronald mcdonald is part of it.
    56
    57   Q.   It says here:  "Ronald loves McDonald's and McDonald's
    58        food, and so do children because they love Ronald."  So the
    59        children like McDonald's food, because they love
    60        ronald mcdonald.