Day 258 - 07 Jun 96 - Page 14

     
     1        McDonald's more widely visited across the spectrum of the
     2        population?
     3        A.  Yes, that is certainly the case.  Yes.
     4
     5   Q.   Yes.  Do you have any idea whether the customer base would
     6        be 60 per cent, 70 per cent?
     7        A.  I really do not have any knowledge of it.
     8
     9   Q.   But it is something higher than 40 per cent?
    10        A.  All I can say, the US would be significantly more, i.e.
    11        there would be more people in the population significantly
    12        using McDonald's in the US than the UK.  I do not know the
    13        numbers.
    14
    15   Q.   About ten thousand stores then we have got in this country,
    16        600 or something?
    17        A.  That is right, yes.
    18
    19   Q.   Right.
    20
    MR. JUSTICE BELL: It says at the bottom of that column on page
    22        637, to remember that a light or medium user of McDonald's
    23        is often a heavy user of quick service restaurants in
    24        general?
    25        A.  That is correct, yes.
    26
    27   Q.   They are essentially providing the same kind of food?
    28        A.  That is correct, yes, and that would apply to the UK
    29        market as well.
    30
    31   MR. MORRIS:  If we go to page 320, 638 of the manual, just a
    32        very brief question here.  It is about promotions.  On the
    33        right-hand side in the middle of the column it has
    34        'Premiums, items offered as an incentive to visit
    35        McDonald's.  A series of collectable items can be used to
    36        increase the frequency of customer visits.  Example, Fry
    37        Guys' -- never mind an example.  But that would be the same
    38        in the UK, would it, the idea of collectables to increase
    39        the frequency of visits?
    40        A.  That is correct, yes.
    41
    42   Q.   To bring people into the store?
    43        A.  That is correct, yes.
    44
    45   Q.   Then look at page 639.  This is in the section under --
    46        'Elements of marketing are still in, public relations,
    47        publicity, giving something back to the communities we
    48        service not only good public relations but also good
    49        business'.  Various lists there.  Programmes, such as
    50        ronald mcdonald's House, and the last one, 'Ronald 
    51        McDonald's children's charities provide opportunity for 
    52        developing positive community relations.  Moreover, these 
    53        programmes help establish positive relations with the press
    54        which brings greater awareness of McDonald's community
    55        mindedness'.  The bottom right-hand corner of that page,
    56        'Golan and Harris Communications Inc.'  That is the
    57        advertising agency in America; yes?
    58        A.  No, it is the communications, or public relations,
    59        agency for the US market.  At least, it was during this
    60        period.  I have no idea who the current communications