Day 048 - 08 Nov 94 - Page 50

     
     1        with chicken included in the sandwich.
     2
     3   MR. MORRIS:   Maybe we will leave the adult advertising.
     4
     5   MR. JUSTICE BELL:  Yes.  In fact, when you come to think about
     6        how you are approaching the matter at the end of the day,
     7        you spoke a little while ago about some cross-over between
     8        different tabs and divisions as they have been split up,
     9        and particularly between advertising and nutrition.  At the
    10        moment, the way I see it is that the advertising is focused
    11        on children, and promotion which is outside children is
    12        really part of the nutrition compartment.  But you think
    13        about that and see whether that makes sense or not.
    14
    15   MR. MORRIS: I am trying to see what I can miss out, really.
    16
    17   MR. JUSTICE BELL:  We will have our five minute break now, to
    18        give you an opportunity to think what you need to ask, if
    19        anything more.
    20
                            (Short adjournment)
    22
    23   MR. MORRIS: Just a few more questions and I think we will be
    24        finished hopefully by a quarter past. I can not remember if
    25        it was you or Mr. Green, I think it was you who said that
    26        the in store experience was the most important because
    27        customers spend more time in the store than they do
    28        watching the ads?
    29        A.  Yes, that is true.  I think he may have said that.  I
    30        would have said something similar too.
    31
    32   Q.   The reality is that most of your customers are liked users,
    33        isn't it?  They only come in less than once a month or
    34        something?
    35        A.  Yes, by definition, yes.
    36
    37   Q.   So in fact, they will be spending less time in the store
    38        than watching advertisements?  If they spend ten minutes in
    39        the store and they watch 35 adverts or something in a year?
    40        A.  If they have got, if we are doing the maths here, if
         they spent 10 or 15 minutes in a store, the average, let's
    42        say 15 minutes for a 30 second commercial, that is 30
    43        commercials they would have to see and let us say they come
    44        in once a month, it would be pretty close.  I think they
    45        would spend more time in the restaurant.
    46
    47   Q.   You don't know what the average time spent in the
    48        restaurant is normally?
    49        A.  No, I don't, no.
    50 
    51   MS. STEEL: Just on the thing about experience in restaurants, 
    52        you may remember a mention about, I think it appeared in 
    53        the paper on the day you first gave evidence about Mr.
    54        Preston talking about this survey which had found that
    55        customers thought you were "loud, brash, American,
    56        successful, complacent, uncaring, insensitive,
    57        disciplinarian, insincere, suspicious and arrogant."
    58
    59   MR. MORRIS: Not you personally.
    60