Day 046 - 04 Nov 94 - Page 10
1 MR. JUSTICE BELL: Colour?
2
3 MR. MORRIS: Pink VIA?
4 A. Yes.
5
6 Q. If we go to tab 45, page 212, in that bundle. The chart
7 "Summary of visitation by age", for eight to 13s----
8 A. It is slightly less than zero to seven.
9
10 Q. By 0.8 per cent. I think you said before that that kind of
11 figure would not be treated as significant; is that
12 correct?
13 A. It is relatively the same, depending again on the
14 survey.
15
16 Q. Yes. Then if we look at the per capita visits for
17 14 to 17 year-olds?
18 A. Yes. That is the per capita visits to McDonald's. It
19 does not show their total percentage of visits to all quick
20 service restaurants.
21
22 Q. No. But they are an important part of your customer base,
23 are they not?
24 A. Yes.
25
26 Q. You would not want to let them feel left out, would you?
27 A. We try to make everyone comfortable in our restaurants.
28
29 Q. Yes.
30 A. But we do not directly advertise to that particular age
31 group.
32
33 Q. These are people that are growing up and wanting to act in
34 adult ways, are they not? Therefore, they might be --
35 I think the word used is "promiscuous." I do not mean
36 sexually promiscuous; I mean promiscuous in terms of
37 wanting to try lots of different stores?
38 A. Yes, they would; that is correct.
39
40 Q. They are beginning to go out on their own?
41 A. I think they experiment with a lot of different
42 eating-out tastes. Their restaurant visitation overall
43 goes up substantially.
44
45 Q. Right. So, in fact, they would be a real live audience,
46 would they not, for McDonald's to attract; they are
47 starting to go to fast-food places more often, starting to
48 be independent-minded, making decisions for themselves,
49 developing maybe loyalties?
50 A. In general----
51
52 Q. So you would not want to ignore them, would you?
53 A. Again, we do not advertise directly to this particular
54 group. Obviously, we hope that they continue to visit.
55 But, as a family restaurant, you will find that if you
56 have -- how do I say this discreetly -- if you have a lot
57 of teenagers in your restaurant, sometimes it affects the
58 all-family image of your restaurant. So, again, in
59 general, while it is a very important group, we do not
60 advertise directly to that group.
