Day 045 - 03 Nov 94 - Page 55

     
     1
     2   Q.   It may not be easy but it is something that you would like
     3        to do anyway?
     4        A.  We certainly will accept their visits, yes.
     5
     6   Q.   You said it is difficult to get people to do something they
     7        are not doing already or something along those lines?
     8        A.  Yes, when it comes, at least from our understanding of
     9        the marketplace, when it comes to try to increase the
    10        number of visits that someone does in general to a quick
    11        service restaurant, that is not an easy -- it is a
    12        difficult challenge.  They have already made up their minds
    13        and habits of what kind of restaurants they are going to
    14        use.  The person that is already out in the marketplace and
    15        is a user of quick service restaurants, we are able to
    16        garner a greater share if we can show them that McDonald's
    17        can offer him a convenience or a service that one of our
    18        competitors cannot.  That is, essentially, why we advertise
    19        and the message that we advertise.
    20
    Q.   There have not always been quick service restaurants
    22        though, has there?
    23        A.  That is correct.
    24
    25   Q.   So people must have changed their habits to come there at
    26        all?
    27        A.  That is correct.  Lifestyle changes and other changes
    28        make quick service restaurants an alternative means of
    29        getting their meal occasions.
    30
    31   Q.   So, obviously, you can change people's eating habits?
    32        A.  Yes, we can and when an industry does not exist, but in
    33        a mature industry like you have in the United States, this
    34        is the marketing strategy.  You know, if we are a brand new
    35        concept, then we, as I discussed yesterday, advertise the
    36        concept, the experience and what McDonald's stand for, and
    37        then people choose to use it or not.
    38
    39   Q.   You have changed people's eating habits, have you not?
    40        A.  Certainly people use McDonald's now that did not use
         McDonald's 50 years ago.
    42
    43   Q.   Right, and that is something that you would hope would
    44        continue?
    45        A.  I hope and continue that McDonald's continues to grow
    46        its share of the marketplace, yes.
    47
    48   Q.   And that customers who do not use quick service restaurants
    49        might start coming and using them?
    50        A.  If McDonald's can offer them a service or an attribute 
    51        that they believe that they like and they can partake of 
    52        that, yes. 
    53
    54   Q.   Right, ones that do not use them very often, quick service
    55        restaurants in general, might come to McDonald's more
    56        frequently than they do; that is something you would hope
    57        for as well?
    58        A.  If one of the goods or services or attributes that I
    59        advertise convinces someone to use McDonald's that has
    60        never used McDonald's before, yes, that is good, that is