Day 044 - 02 Nov 94 - Page 46

     
     1        the context of what McDonald's is all about.  But,
     2        ultimately, it is distributed not only for an educational
     3        purpose, but also to enhance the perception that the
     4        company has on the part of parents and children; and
     5        I would agree with that.
     6
     7   Q.   There is no reason, is there, though, to have
     8        ronald mcdonald in that book?  It does not help the
     9        rainforests, does it?
    10        A.  I think the reason is that it came from McDonald's, and
    11        therefore-----
    12
    13   Q.   You said -- or somebody said -- that the editorial control
    14        was from Conservation International?
    15        A.  That is correct.
    16
    17   Q.   So it did not need ronald mcdonald in it, did it?  It does
    18        not help the rainforests one bit, does it?
    19        A.  I think that if the message gets out significantly
    20        greater than it might have gotten out otherwise, it does
         help, yes.
    22
    23   Q.   Is one of the messages that get outs that McDonald's cares
    24        about the rainforests?
    25        A.  Certainly, that is one; also, McDonald's cares about
    26        certain educational projects and that the information
    27        inside the booklet has a wide form.
    28
    29   MR. JUSTICE BELL:  There was an article in one of our national
    30        newspapers today which sought to make the point (among
    31        others) that investors, employees and customers are no
    32        longer just interested in the financial return -- or a
    33        growing proportion of them -- or the product, but in the
    34        soul of the corporation and its ethical stand.  Is that a
    35        fact of life nowadays and something which your promotional
    36        material takes account of?
    37        A.  Yes.  If the promotion material can have a pro-social
    38        aspect to it and, essentially, communicate the same kinds
    39        of standards and feelings that the company has, that is not
    40        only important for the consumer but it is also important
         for the investors and the stockholders, as well.
    42
    43   MR. MORRIS:  Maybe we can leave that document.  Just one aside,
    44        really, while I have it in front of me.  I think it has
    45        been admitted.
    46
    47        There was a survey carried out by McDonald's Headquarters
    48        in the USA in the 1970s that found out that in three out of
    49        four families it was the children who decided where to
    50        eat.  Do you recall that? 
    51        A.  No. 
    52 
    53   Q.   I think it has been admitted.  You do not have any
    54        recollection of it, yourself?
    55        A.  No.  The numbers that I recall -- which are maybe more
    56        recent numbers -- is that the decision or the influence
    57        decision of the child is in approximately 40 to 50 per cent
    58        of the cases.
    59
    60   MR. MORRIS:   Maybe it is a good time to ask about the specific