Day 048 - 08 Nov 94 - Page 52

     
     1        users came within those buzz words comments that you have
     2        got there.
     3
     4   Q.   For the reasons they weren't coming back?
     5        A.  Yes, they were using us less often.
     6
     7   Q.   And what about the heavy users then?
     8        A.  We got positives back from them as you would expect.
     9
    10   Q.   Did you ask them the same questions?
    11        A.  Yes. It was a qualitative piece of research that was
    12        done where we actually delve into --  we were not so
    13        interested, to be honest with you, in the people who were
    14        coming to us regularly.  We were more interested in why
    15        people were moving away from the brand and coming out of
    16        those discussions all kinds of views which then got pretty
    17        much distilled down into those buzz words.
    18
    19   Q.   I think we have finished.
    20
                      Re-examined by MR. RAMPTON QC.
    22
    23   MR. RAMPTON: Mr. Hawkes, do you remember, although it was a long
    24        time ago now, but when you first came here and we watched
    25        those advertisements, I think it was amongst the adult
    26        advertisements actually, there was one which showed a
    27        husband somewhat morosely attending upon his wife's
    28        selection of clothes in a shop.
    29
    30   MR. JUSTICE BELL: I think it was her non selection was troubling
    31        him.
    32
    33   MR. RAMPTON: Yes, an ordeal to which some of us may or may not
    34        be familiar, followed by an alleviation in the form of a
    35        visit to McDonald's; do you remember that?
    36        A.  Yes.
    37
    38   MR. JUSTICE BELL:  Where he was proving equally indecisive.
    39
    40   MR. RAMPTON: Do you remember that his Lordship asked you whether
         you didn't think that on occasion that a person who visits
    42        McDonalds on a shopping trip might go there instead of the
    43        local pub in the High Street; do you remember that?
    44        A.  Yes, I do.
    45
    46   Q.   What I wanted to ask you seriously, assuming that the chap
    47        on the advertisement would prefer a McDonalds rather than a
    48        large whisky after that ordeal, more seriously, does any of
    49        your restaurants in this country, that is the United
    50        Kingdom, have a license? 
    51        A.  Not to serve alcohol, no. 
    52 
    53   Q.   What is the reason for that?
    54        A.  Well, we are a family restaurant with an image that we
    55        wish to maintain and we do not wish to, in this country,
    56        get involved in that kind of market.
    57
    58   MR. JUSTICE BELL: I had rather assumed that none of your
    59        restaurants anywhere had a licence.
    60