WEBVTT - Surveillance: Trade is Not Isolated, Kaplan Says

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<v Speaker 1>Yeah, Welcome to the Bloomberg Surveillance Podcast. I'm Tom Keene

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<v Speaker 1>Jay Leye. We bring you insight from the best in economics, finance, investment,

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<v Speaker 1>and international relations. Find Bloomberg Surveillance on Apple Podcasts, SoundCloud,

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<v Speaker 1>Bloomberg dot Com, and of course on the Bloomberg What

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<v Speaker 1>a week Ahead, then a Federal reserved decision and the

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<v Speaker 1>payrolls report they will come to you Wednesday Friday, respectively.

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<v Speaker 1>And Secretary Minution heading to China with a big delegation

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<v Speaker 1>to talk trade at a time when the Commist Department

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<v Speaker 1>is wrestling with request with allies for tariff exemptions and

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<v Speaker 1>really pleased to say that this morning, this Monday, We're

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<v Speaker 1>joined by Peter Henry is ny U Stern School of

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<v Speaker 1>Business Dean emeritus and economists as well. Peter, fantastic to

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<v Speaker 1>have you with us on the program kickoff things this week.

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<v Speaker 1>Good morning, good morning, delight to be with you. Let's

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<v Speaker 1>begin with a Secretary Monution going to China show. We're

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<v Speaker 1>heading to Beijing with a big trade delegation, Allies trying

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<v Speaker 1>to work out whether the tariffs on aluminium still applied

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<v Speaker 1>to them and whether they'll get tariff exemptions. Extended. Do

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<v Speaker 1>you have any clarity on on the direction to travel

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<v Speaker 1>of this specific issue, Pisa, Well, I'm not being on

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<v Speaker 1>the forecast how this how this negotiation is going to

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<v Speaker 1>turn out. I think that's probably a fool's errand but

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<v Speaker 1>I think the big picture to remember here is that

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<v Speaker 1>the global economy is deeply depending on the United States

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<v Speaker 1>and China having good relations, and that's got to be

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<v Speaker 1>the center sort of negotiating stance of both both parties, because,

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<v Speaker 1>you know, forgetting that, we lose sight of the fact

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<v Speaker 1>that the United States has been benefiting enormously from lower

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<v Speaker 1>consumer goods prices from from trade with China for years,

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<v Speaker 1>and so trying to get a better deal in some

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<v Speaker 1>sense for US corporations, it's imperative to remember that the

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<v Speaker 1>US economy, the world economy is a lot better off

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<v Speaker 1>as a result of having more not less trade. We're

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<v Speaker 1>sort of low and side of the fact as well,

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<v Speaker 1>that much of what is on the table is just

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<v Speaker 1>a proposal on the table and not a real change

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<v Speaker 1>in policy. Um, are you surprised that we're a year

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<v Speaker 1>and change into this administration and actually haven't seen a

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<v Speaker 1>substantial change in policy. Had a lot of proposals, a

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<v Speaker 1>lot of retrick, but no real change in policy as

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<v Speaker 1>far as I could see. Yeah, I think you know,

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<v Speaker 1>you've seen a lot of volatility in terms of what

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<v Speaker 1>sort of come out of in terms of proposals from

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<v Speaker 1>this administration. I mean, you saw it about a week

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<v Speaker 1>ago now when President Trump uh indicated he wanted to

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<v Speaker 1>be back in as part of tp TPP and then

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<v Speaker 1>not part of TPP. I mean, I think that's the

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<v Speaker 1>sort of thing you're alluding to. A bigger vision around trade,

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<v Speaker 1>which says, look, the United States is only five percent

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<v Speaker 1>of the world's population, but we're twenty percent of global GDP,

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<v Speaker 1>and that would never happen without a world of free trade,

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<v Speaker 1>and in fact, we should be pushing for more of

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<v Speaker 1>that and creating more of a positive some outcome which

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<v Speaker 1>will be good not only for the United States, but

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<v Speaker 1>be good for the world, but in particularly would be

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<v Speaker 1>good for the U. S consumers and the US workers.

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<v Speaker 1>And now we haven't seen that. We had a day

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<v Speaker 1>of hope on Friday between North and South Korea and

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<v Speaker 1>the President actually congratulating President She some warm words for

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<v Speaker 1>President She for the amount of pressure that he's put

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<v Speaker 1>on North Korea and I guess the big question mark

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<v Speaker 1>at this point is whether we can blend continue to

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<v Speaker 1>blend the foreign policy effort of this administration with the

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<v Speaker 1>international trade story as well, because the President himself has

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<v Speaker 1>done that, and you just wonder whether there's an open

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<v Speaker 1>door to walk back some of this retric on trade

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<v Speaker 1>now that some improvement has been made on the North

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<v Speaker 1>Korea side of things. I think it's an important point.

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<v Speaker 1>I think that anything which, if you will, sort of

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<v Speaker 1>de escalates the rhetoric around trade wars or retaliation and

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<v Speaker 1>recognizes the positive some nature of global trade, I think

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<v Speaker 1>would be would be useful, would be useful from the

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<v Speaker 1>from the point of view of not um not backing

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<v Speaker 1>people into corners. But also I think I think markets

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<v Speaker 1>would welcome that as well, and I think that would

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<v Speaker 1>reduce some of the volatively we've seen it recently. Just

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<v Speaker 1>in terms of what Marcus are looking at this morning,

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<v Speaker 1>deal flow really picking up another one crossing the Bloomberg

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<v Speaker 1>Married vacations to acquire I l G in a cash

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<v Speaker 1>and stock deal, and Tom King you add that on

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<v Speaker 1>to Sprint t Mobile this morning, a deal with Marathon

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<v Speaker 1>in the in the oil space, the energy space, and

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<v Speaker 1>over in the UK. Of course, Walmart is selling that

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<v Speaker 1>steak in in Asta to Saintsbury's two. So a lot

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<v Speaker 1>of deal flow this Monday morning. I wonder higher rates,

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<v Speaker 1>like money was cheap, let's get it done now, maybe

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<v Speaker 1>I really wonder about that. A lot of stock deal

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<v Speaker 1>in this, and you just look at the equity as

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<v Speaker 1>a currency, and I think some companies are trying to

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<v Speaker 1>spend it while they can. Yeah, well let's go, let's go.

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<v Speaker 1>We got Dean Henry with us, which is a good

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<v Speaker 1>reason too. I should excuse me, John Dean Emeritus Henry

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<v Speaker 1>with us as well. I just called him Peter long before,

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<v Speaker 1>long before you darken the door, n y you. It

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<v Speaker 1>was one of my original sponsors, and we always thanks

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<v Speaker 1>during School of Business for their support of bloombergun the economy,

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<v Speaker 1>in Bloomberg Surveillance. Thank you. We've had a lot of

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<v Speaker 1>your students over the years. They've done very well. Really,

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<v Speaker 1>yes they have. Yeah, I mean Tanya I think pulled

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<v Speaker 1>a quality c you know, can we can we just

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<v Speaker 1>can we just think of Tanya for a little while

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<v Speaker 1>that she's been called it was a miracle she got

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<v Speaker 1>through Stern students to listen to this. They do it's

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<v Speaker 1>a forced podcast for the first time. I will have

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<v Speaker 1>two books of the summer. That's how good the book

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<v Speaker 1>flow is. Ben Garrett Grafts The Threat Matrix is on

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<v Speaker 1>the Federal Bureau of Investigation and on the Robert Mueller

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<v Speaker 1>that we Don't Know And the other book took at

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<v Speaker 1>least three seconds to decide to feature is a book

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<v Speaker 1>of the summer. Robert call Plan Agree or Disagree has

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<v Speaker 1>driven the debate on realist foreign policy in America for decades.

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<v Speaker 1>His new book, The Return of Marco Polo's World, is

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<v Speaker 1>a set of articles and new observations which is definitive.

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<v Speaker 1>Robert Kaplan joins us in Washington in FM Studios. He

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<v Speaker 1>is with your Asia group, Ian Bremer Shop, among other abilities.

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<v Speaker 1>What's your number one message to Mr Manutian going to China,

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<v Speaker 1>Robert Kaplan. I think the number one message Tom is

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<v Speaker 1>to preserve the relationship that um you know, that trade

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<v Speaker 1>has the ability if you have a really you know,

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<v Speaker 1>tumultuous trading relationship that's not well defined, that's not on board.

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<v Speaker 1>This affects the military situation in the South and East

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<v Speaker 1>China Sea. It affects politics throughout the Indo Pacific in

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<v Speaker 1>Central Asia. In other words, trade is not isolated. It's

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<v Speaker 1>all part of a geopol clitical mix within the synthesis.

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<v Speaker 1>And this is the heart of your book as the

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<v Speaker 1>complexities that need to be thought through the reality as

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<v Speaker 1>we have a president who is bilateral, he says, and

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<v Speaker 1>many would say, my deal or the highway is the theory.

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<v Speaker 1>How do you drag this president into a more complex discussion? Um?

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<v Speaker 1>I think what you do is um. You well, first

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<v Speaker 1>of all, you have advisors, and the advisors, as extreme

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<v Speaker 1>as some of them may be, maybe are still far

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<v Speaker 1>more nuanced than the president is. And you, you know,

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<v Speaker 1>you just tell him that, you know, if you do this,

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<v Speaker 1>here are all the consequences. Here are all the second

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<v Speaker 1>and third and fourth order effects. And China is developing

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<v Speaker 1>a society and a system that is going to be

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<v Speaker 1>uh you know, that is going to be not only

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<v Speaker 1>a great competitor of the United States it already is,

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<v Speaker 1>but is on track to overtake the United States in

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<v Speaker 1>the decades to come unless we're very careful and can

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<v Speaker 1>compete with them throughout Eurasia and the rest of the

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<v Speaker 1>world in a very sly fashion. So Robert at the

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<v Speaker 1>moment and Jonathan by the way, speaking, and great to

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<v Speaker 1>have you with us on the program. Thank you for

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<v Speaker 1>joining us. Robert Um the guest. The question for me

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<v Speaker 1>is China sort of establishes the Silk Road strategy for

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<v Speaker 1>the whole region. What is the geo strategic sort of

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<v Speaker 1>aim of the United States and this administration for Asia

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<v Speaker 1>right now? Well, I think, Um, we've had seventy five

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<v Speaker 1>years of new of liberal world order building, and the

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<v Speaker 1>mistake that many of us have made is to think

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<v Speaker 1>that that's normal. But in the long span of history,

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<v Speaker 1>the period between nineteen and the coming to power of

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<v Speaker 1>Donald Trump has been an historical aberration. Most of history

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<v Speaker 1>is geopolitical jockeying, positioning, wars, competition, rivalry, and trade can

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<v Speaker 1>be just an adjunct to geopolitical rivalry, whereas free trade

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<v Speaker 1>is an adjunct to liberal world order building. So what

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<v Speaker 1>Trump really signifies is a return in you know, is

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<v Speaker 1>you know is counterintuitive? Is this sounds Trump actually signifies

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<v Speaker 1>a return to a more traditional form of world history.

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<v Speaker 1>Expand on that a little bit, what were the the

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<v Speaker 1>implications the consequence of that approach being? Robert, Well, the

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<v Speaker 1>consequences of this The twentieth century was about ideological warfare,

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<v Speaker 1>and that led to the deaths of tens of million,

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<v Speaker 1>a hundred and fifty million people in two world wars, etcetera.

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<v Speaker 1>Geopolitical conflict is less bloody, um but it but, but

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<v Speaker 1>it's equally tumultuous. If you look at the eighteenth century,

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<v Speaker 1>the nineteenth century, the problems you know, you know, British

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<v Speaker 1>Foreign Minister Castle Reay during the Napoleonic Wars. This is

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<v Speaker 1>the period we're back to um where you have the

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<v Speaker 1>United States, China, and Russia UH competing with each other

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<v Speaker 1>with lesser powers like Iran, India, et cetera. Where where

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<v Speaker 1>where a bipolar world during the Cold War was very stable. Um,

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<v Speaker 1>but we're entering a world where it's not even multipolarity.

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<v Speaker 1>It's more fractured than that. Robert kapp in one final question,

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<v Speaker 1>and these are people that have actually read your books,

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<v Speaker 1>and no doubt we'll give a serious skim and full

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<v Speaker 1>read of the return of Marco Polo's World. How should

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<v Speaker 1>Republican state department types respond to this president? Many are

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<v Speaker 1>saying they won't serve this president. I think of Nick

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<v Speaker 1>Burns with his public service, Richard hass with his public service,

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<v Speaker 1>and others should they stay away from this president or

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<v Speaker 1>with a new secretary of State, should they choose to

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<v Speaker 1>serve as a public duty? Uh? Tom. The way it

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<v Speaker 1>works in Washington is we have of such a vast

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<v Speaker 1>imperial system of under secretaries, assistant secretaries, deputy under secretaries,

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<v Speaker 1>and on and on that you decide to serve based

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<v Speaker 1>on whether you trust the person who's hired you. So

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<v Speaker 1>if they trust Mike Pompeo as State, they should go

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<v Speaker 1>to work for him. If they trust Jim Maddis at

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<v Speaker 1>the Defense Department, they should go to work for him.

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<v Speaker 1>If they do not trust John Bolton at National Security,

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<v Speaker 1>they should not go to work for him. It's a

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<v Speaker 1>very diversified system so that it you know, of course

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<v Speaker 1>it matters who's the president, but what matters particularly is

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<v Speaker 1>who their boss is and if they can trust their

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<v Speaker 1>boss both morally and philosophically. Robert Capa, thank you so

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<v Speaker 1>much for visiting us today. His book my book of

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<v Speaker 1>the summer, The Return of Marco Polis World. I'll feature

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<v Speaker 1>that out on social We like to do interviews after

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<v Speaker 1>interview where there's a theme and there is a good conversation.

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<v Speaker 1>We did that with Ian Bremer Thursday, Friday last week,

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<v Speaker 1>Robert Kaplan joining us with this wonderful the Return of

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<v Speaker 1>Marco Polos World, one of my books of the summer,

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<v Speaker 1>and now joining us James Travitz, who had my book

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<v Speaker 1>of the Summer a year or two ago, is leaders bookshelf,

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<v Speaker 1>just absolutely superb. He is, of course at Fletcher School.

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<v Speaker 1>Admirals Tavidez, good morning. In Robert Kaplan's book, chapter after

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<v Speaker 1>chapter he circles back to where he was with the

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<v Speaker 1>Asia Cauldron and five years ago, which is a South

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<v Speaker 1>China sea and submarines. Does your US Navy need a

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<v Speaker 1>new Himan rick Over to drive forward submarine development. We've

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<v Speaker 1>actually got a terrific Chief of Naval Operations who is

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<v Speaker 1>a submariner, Tom Admiral John Richardson, and he's just superb.

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<v Speaker 1>He focuses on the connections between our submarine force, cyber technology,

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<v Speaker 1>unmanned vehicles, and our ability to use our strategic deterrence

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<v Speaker 1>at sea, so that that Rickover is walking the streets

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<v Speaker 1>today and we're lucky to have them. Do we need

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<v Speaker 1>a larger navy? Robert Keppelan says no, we need a

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<v Speaker 1>more intelligently deployed navy. But if we're gonna have a

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<v Speaker 1>return of Marco Polo. The span from at least the

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<v Speaker 1>Persian Gulf across the Indian Ocean, through the Straits of

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<v Speaker 1>Malacca up through South China Sea up to Korea. With

0:13:43.160 --> 0:13:47.480
<v Speaker 1>all the news last week that screams to be navy, Navy, Navy,

0:13:48.160 --> 0:13:51.520
<v Speaker 1>it does indeed. And my latest book tom is Seapower,

0:13:51.640 --> 0:13:54.800
<v Speaker 1>The History and Geopolitics of the World's Ocean, and it

0:13:54.880 --> 0:13:57.360
<v Speaker 1>talks about this. What we are recognized is that Marco

0:13:57.480 --> 0:14:01.320
<v Speaker 1>Polo went from east to west. What's happening now from

0:14:01.400 --> 0:14:06.480
<v Speaker 1>west to east one belt, one road. China is reversing

0:14:06.760 --> 0:14:10.199
<v Speaker 1>the voyages of Marco Polo and moving across that area.

0:14:10.760 --> 0:14:13.600
<v Speaker 1>And so we need a bigger navy. I don't think

0:14:13.640 --> 0:14:16.160
<v Speaker 1>it has to be thousands of ships, but we're only

0:14:16.280 --> 0:14:18.880
<v Speaker 1>at about two hundred and seventy. We need to be

0:14:18.960 --> 0:14:22.640
<v Speaker 1>up around three twenty three d and thirty ships will

0:14:22.680 --> 0:14:25.560
<v Speaker 1>get there, but we also need to deploy it more

0:14:25.600 --> 0:14:28.880
<v Speaker 1>intelligently and focus. As you said, and as Robert Captain

0:14:28.920 --> 0:14:33.000
<v Speaker 1>would agree, on the South China see Admirals Travitas. Has

0:14:33.120 --> 0:14:38.560
<v Speaker 1>China ever initiated a conflict with a Western power? No,

0:14:38.920 --> 0:14:42.280
<v Speaker 1>they have never done so, and they have always held

0:14:42.320 --> 0:14:45.720
<v Speaker 1>themselves and here's really the point, held themselves above the

0:14:45.760 --> 0:14:48.480
<v Speaker 1>rest of the world. They think of themselves as that

0:14:49.240 --> 0:14:53.200
<v Speaker 1>middle kingdom between heaven and Earth, and they've always felt

0:14:53.320 --> 0:14:56.040
<v Speaker 1>we don't need to do that. That resulted a course

0:14:56.160 --> 0:15:00.680
<v Speaker 1>in invasions of China from Western powers. Now, what we

0:15:00.720 --> 0:15:05.640
<v Speaker 1>should remember is that China has attacked other Asian nations

0:15:05.720 --> 0:15:08.360
<v Speaker 1>in the past and will continue to do that as

0:15:08.360 --> 0:15:11.440
<v Speaker 1>they consolidate power in the region. And if we don't

0:15:11.480 --> 0:15:13.880
<v Speaker 1>want the South China Sea in the Western Pacific to

0:15:13.920 --> 0:15:16.520
<v Speaker 1>turn into a Chinese lake, we're going to have to

0:15:16.560 --> 0:15:20.360
<v Speaker 1>remain engaged. Having said that, would we want the Gulf

0:15:20.360 --> 0:15:24.880
<v Speaker 1>of Mexico to turn into a non US lake? You know,

0:15:25.080 --> 0:15:28.600
<v Speaker 1>in the nineteenth century, of course, we had the Monroe Doctrine,

0:15:28.640 --> 0:15:31.480
<v Speaker 1>which was designed for that not to happen. But I

0:15:31.520 --> 0:15:34.640
<v Speaker 1>think we've matured in our geopolitics, and the idea that

0:15:34.680 --> 0:15:37.600
<v Speaker 1>the United States has a desire or a need to

0:15:37.680 --> 0:15:42.280
<v Speaker 1>simply declare the Gulf of Mexico territorial sea and build

0:15:42.320 --> 0:15:47.160
<v Speaker 1>a nine dash line around it is preposterous, and I

0:15:47.240 --> 0:15:49.840
<v Speaker 1>don't think that we should allow China to do the

0:15:49.880 --> 0:15:53.240
<v Speaker 1>equivalent around the South China Sea. Having said that, are

0:15:53.240 --> 0:15:55.880
<v Speaker 1>we misinformed in terms of what we believe to be

0:15:55.960 --> 0:16:00.400
<v Speaker 1>the threat from China. I think that there is a

0:16:00.440 --> 0:16:04.280
<v Speaker 1>little bit of China hysteria out there to the degree

0:16:04.400 --> 0:16:08.280
<v Speaker 1>that we believe China wants to dominate the world. I

0:16:08.320 --> 0:16:11.240
<v Speaker 1>don't think they do. But here's what they want. They

0:16:11.280 --> 0:16:15.120
<v Speaker 1>want control of the South China see because it represents hydrocarbons,

0:16:15.160 --> 0:16:18.440
<v Speaker 1>which is the missing card in their strategic suite. They

0:16:18.480 --> 0:16:23.320
<v Speaker 1>want the ability to dominate East Asia and move their

0:16:23.360 --> 0:16:25.520
<v Speaker 1>goods in the way they want to. And they want

0:16:25.560 --> 0:16:28.680
<v Speaker 1>to get into the Indian Ocean. So they're not reaching

0:16:28.720 --> 0:16:33.480
<v Speaker 1>for global hegemony, but really regional control. It would not

0:16:33.560 --> 0:16:35.600
<v Speaker 1>be a good thing for the United States to see

0:16:35.760 --> 0:16:39.000
<v Speaker 1>that to China at this point. Does the President understand

0:16:39.080 --> 0:16:43.400
<v Speaker 1>that dialogue? I haven't seen, and I'm talking more from

0:16:43.400 --> 0:16:46.840
<v Speaker 1>a military standpoint. ADDM mean, we've got the trade discussion

0:16:46.840 --> 0:16:50.760
<v Speaker 1>in a bilateral slash my way or the highway dialogue.

0:16:51.120 --> 0:16:56.840
<v Speaker 1>But does the President understand astra Vita's kaplan world. I

0:16:56.920 --> 0:16:59.800
<v Speaker 1>don't think he does, And of course he famously is

0:16:59.840 --> 0:17:01.880
<v Speaker 1>not a great reader of books. But a lot of

0:17:01.920 --> 0:17:04.919
<v Speaker 1>your listeners are Tom and on this one, I'd recommend

0:17:05.119 --> 0:17:10.560
<v Speaker 1>Graham Allison. He's a brilliant his new his new book,

0:17:11.000 --> 0:17:15.200
<v Speaker 1>Destined for War China in the US and the Century.

0:17:15.200 --> 0:17:17.800
<v Speaker 1>And as you know, Tom, there's no question mark at

0:17:17.800 --> 0:17:21.639
<v Speaker 1>the end of that title. So Graham takes a pretty

0:17:21.640 --> 0:17:25.000
<v Speaker 1>aggressive view towards China. I think if you read that book,

0:17:25.040 --> 0:17:27.920
<v Speaker 1>you get a pretty good understanding. Perhaps someone should summarize

0:17:27.920 --> 0:17:31.080
<v Speaker 1>it for the president. Do you believe that there will

0:17:31.119 --> 0:17:34.800
<v Speaker 1>be a war between the United States and China? I

0:17:34.920 --> 0:17:38.480
<v Speaker 1>do not. I believe over the long term, throughout the century,

0:17:38.920 --> 0:17:42.920
<v Speaker 1>our interests converge more than they diverge. But if we

0:17:43.000 --> 0:17:46.760
<v Speaker 1>are foolish about it and are either too aggressive that

0:17:46.800 --> 0:17:49.240
<v Speaker 1>would lead to war, or if we're too passive that

0:17:49.280 --> 0:17:51.520
<v Speaker 1>would lead to war. We have to kind of dial

0:17:51.680 --> 0:17:54.520
<v Speaker 1>this one in. I'm gonna put out on Twitter, folks,

0:17:54.520 --> 0:17:58.639
<v Speaker 1>Bloomberg Radio. We'll see at first see Power, James Travids.

0:17:58.760 --> 0:18:00.919
<v Speaker 1>It is just read it for the first time. The

0:18:01.000 --> 0:18:02.920
<v Speaker 1>admiral went to see you don't have to read it

0:18:02.920 --> 0:18:05.240
<v Speaker 1>for anything else. He's like in the smallest boat in

0:18:05.280 --> 0:18:07.840
<v Speaker 1>the Davy. He's got his float, he's on his arms.

0:18:07.840 --> 0:18:10.840
<v Speaker 1>He's like eighteen or nineteen years old and he's going

0:18:10.880 --> 0:18:13.280
<v Speaker 1>out of San Diego Harbor, and you know it's just

0:18:13.560 --> 0:18:29.440
<v Speaker 1>that alone is worth reading. Right now, Sarah Sanator joins

0:18:29.520 --> 0:18:32.840
<v Speaker 1>us with Bernstein, and we love having her on to

0:18:32.920 --> 0:18:36.120
<v Speaker 1>talk about I guess our national diet and our national

0:18:36.240 --> 0:18:39.960
<v Speaker 1>food and Sarah, I want to ask a basic McDonald's

0:18:40.000 --> 0:18:43.679
<v Speaker 1>one oh one question, which is a butch cassidy. Who

0:18:43.760 --> 0:18:46.679
<v Speaker 1>are these guys? And I do that Looking at the

0:18:46.720 --> 0:18:50.800
<v Speaker 1>two thousand seventeen annual report quote, we have committed to

0:18:50.880 --> 0:18:54.160
<v Speaker 1>getting more of our restaurants in the hands of our

0:18:54.280 --> 0:19:00.359
<v Speaker 1>franchise ease and developmental licensee strategic partners. There's enough ease

0:19:00.400 --> 0:19:02.520
<v Speaker 1>in there for me to know that's a bunch of

0:19:02.520 --> 0:19:06.520
<v Speaker 1>hot air. What does mc Who is McDonald's. Do they

0:19:06.640 --> 0:19:11.480
<v Speaker 1>really own the restaurants that we're eating out of. I

0:19:11.720 --> 0:19:13.800
<v Speaker 1>don't know if I would characterize that is hot air

0:19:13.960 --> 0:19:17.959
<v Speaker 1>because they answer your question, Um, McDonald's is a brand owner.

0:19:18.160 --> 0:19:23.280
<v Speaker 1>So their job, frankly is to do things that for

0:19:23.359 --> 0:19:28.119
<v Speaker 1>the brand. So think about marketing and menu innovation and

0:19:29.240 --> 0:19:33.239
<v Speaker 1>essentially how they want their global footprint to look, and

0:19:33.280 --> 0:19:35.800
<v Speaker 1>then they leave it in the hands of their partners,

0:19:35.840 --> 0:19:41.480
<v Speaker 1>the franchise ease, the licensese to execute against that plan. So, yes,

0:19:41.520 --> 0:19:43.639
<v Speaker 1>there are a lot of ease in there, but I

0:19:43.680 --> 0:19:47.000
<v Speaker 1>don't think that that diminishes the fact that the strategy

0:19:47.040 --> 0:19:50.159
<v Speaker 1>is working for them. The strategy has been brilliant with

0:19:50.359 --> 0:19:53.760
<v Speaker 1>lower revenue growth. Explain how you go from twenty seven

0:19:53.800 --> 0:19:58.720
<v Speaker 1>billion of revenue down to two ish billion and that's

0:19:58.760 --> 0:20:01.679
<v Speaker 1>a good thing. What does it mean that they're five

0:20:01.760 --> 0:20:04.280
<v Speaker 1>billion short on revenue from where they were a couple

0:20:04.280 --> 0:20:07.760
<v Speaker 1>of years ago. Yeah, in this case, one of the

0:20:07.840 --> 0:20:10.680
<v Speaker 1>rare cases, we're shrinking the top line is a good

0:20:10.680 --> 0:20:13.959
<v Speaker 1>thing because it reflects the fact that instead of running restaurants,

0:20:14.320 --> 0:20:18.200
<v Speaker 1>they're just collecting the royalty from them. So right, so

0:20:18.600 --> 0:20:21.880
<v Speaker 1>instead of reporting acent of sales for a restaurant, they're

0:20:21.880 --> 0:20:25.959
<v Speaker 1>only reporting called fifteen percent of sales. But those are

0:20:26.160 --> 0:20:30.160
<v Speaker 1>very high margin. They basically have minimal costs associated with them,

0:20:30.240 --> 0:20:33.240
<v Speaker 1>just the cost of owning the real estate as McDonald's

0:20:33.280 --> 0:20:36.520
<v Speaker 1>tends to do um and not much else. Beautifully explained,

0:20:36.760 --> 0:20:40.480
<v Speaker 1>they take cents or so down to eb Yeah. Well, Sarah,

0:20:40.560 --> 0:20:42.159
<v Speaker 1>I want to go through the menu. I want you

0:20:42.200 --> 0:20:43.840
<v Speaker 1>to go through the menu if you can, because many

0:20:43.840 --> 0:20:46.560
<v Speaker 1>people may not be familiar with things like turtle drinks

0:20:46.720 --> 0:20:49.960
<v Speaker 1>or even being able to use your mobile app to

0:20:50.040 --> 0:20:52.800
<v Speaker 1>pay for things at McDonald's. Go through the menu, force

0:20:52.880 --> 0:20:55.720
<v Speaker 1>tell us what's working for them, and don't leave out

0:20:55.760 --> 0:21:02.840
<v Speaker 1>the garlic. I'll try not to. I think the working

0:21:02.880 --> 0:21:04.480
<v Speaker 1>for them is but we think of as the bar

0:21:04.560 --> 0:21:07.119
<v Speaker 1>bill strategy, which is on the one end you have

0:21:07.520 --> 0:21:11.560
<v Speaker 1>you know, more premium products. Last year there was a

0:21:11.560 --> 0:21:15.440
<v Speaker 1>real focus on these signature crafted hamburgers, which had three

0:21:15.440 --> 0:21:17.680
<v Speaker 1>different builds that you could choose from, and you could

0:21:17.760 --> 0:21:21.760
<v Speaker 1>choose either uh hamburger or a chicken sandwich, and you

0:21:21.760 --> 0:21:24.080
<v Speaker 1>could choose different kinds of buns. So it's sort of

0:21:24.119 --> 0:21:27.000
<v Speaker 1>what I would call mask customization. And they were frankly

0:21:27.200 --> 0:21:30.160
<v Speaker 1>very well received because they're pretty delicious. So you had,

0:21:30.280 --> 0:21:33.000
<v Speaker 1>you know, things like a Pico de Gaio which also

0:21:33.080 --> 0:21:38.040
<v Speaker 1>had guercomole which tasted like real guacamole um, and other builds,

0:21:38.600 --> 0:21:40.639
<v Speaker 1>the two other builds, both of which had bacon, because

0:21:40.680 --> 0:21:43.480
<v Speaker 1>because everything tastes better with bacon. So on the one

0:21:43.560 --> 0:21:45.679
<v Speaker 1>end you had that the premium, and then on the

0:21:45.680 --> 0:21:49.760
<v Speaker 1>other end you had them really emphasizing being competitive in value,

0:21:49.800 --> 0:21:54.280
<v Speaker 1>as cvster Brick would say, so um not necessarily being

0:21:54.359 --> 0:21:57.400
<v Speaker 1>the lowest price point and every item at every time,

0:21:57.440 --> 0:22:00.080
<v Speaker 1>but having an offering like the Mick Pick two for

0:22:00.200 --> 0:22:03.119
<v Speaker 1>two or the dollar soda two dollar coffee that was

0:22:03.240 --> 0:22:07.520
<v Speaker 1>very compelling UM to two restaurant goers. And we're seeing

0:22:07.520 --> 0:22:11.560
<v Speaker 1>that again this year with them one to three dollar

0:22:11.680 --> 0:22:14.040
<v Speaker 1>value menu on the on the low end, but then

0:22:14.080 --> 0:22:17.800
<v Speaker 1>also this fresh beef quarter pounder, which again UM is

0:22:17.840 --> 0:22:19.879
<v Speaker 1>now available in New York area and it's it's a

0:22:20.000 --> 0:22:23.560
<v Speaker 1>very good sandwich. So McDonald's is really trying to stay

0:22:23.560 --> 0:22:27.480
<v Speaker 1>true to this UM for honestly being a progressive burger

0:22:27.520 --> 0:22:30.639
<v Speaker 1>company UM, such that they have good food that tastes

0:22:30.680 --> 0:22:34.040
<v Speaker 1>good as well sourced, but also a value price point

0:22:34.040 --> 0:22:36.919
<v Speaker 1>that can appeal broadly. Sarah, How are they able to

0:22:36.920 --> 0:22:41.000
<v Speaker 1>do this so quickly? You know, I think, UM. You know,

0:22:41.040 --> 0:22:46.040
<v Speaker 1>what we saw with the leadership turnover in was was

0:22:46.119 --> 0:22:48.800
<v Speaker 1>really a cultural shift and that was very much the focus,

0:22:48.920 --> 0:22:53.399
<v Speaker 1>which is, you know, be fast, be nimble, fail fast,

0:22:53.440 --> 0:22:56.440
<v Speaker 1>as they say, UM, but make sure that that if

0:22:56.440 --> 0:22:59.359
<v Speaker 1>there's a demand for a product in the market, that

0:22:59.480 --> 0:23:02.439
<v Speaker 1>McDonald is going to meet it. So you know, All

0:23:02.520 --> 0:23:04.320
<v Speaker 1>day Breakfast is a good example of this. You know,

0:23:04.359 --> 0:23:07.920
<v Speaker 1>that's probably the most requested and new item or menu edition,

0:23:08.480 --> 0:23:11.520
<v Speaker 1>probably since they added breakfast in the seventies. And yet

0:23:11.560 --> 0:23:13.960
<v Speaker 1>for a very long time the system was hesitant because

0:23:13.960 --> 0:23:16.760
<v Speaker 1>the operational challenges. And I think you know, the focus

0:23:16.840 --> 0:23:19.600
<v Speaker 1>this time with this management team is to make sure

0:23:19.760 --> 0:23:22.520
<v Speaker 1>that things like operational challenges didn't stand in the way.

0:23:22.600 --> 0:23:25.200
<v Speaker 1>Same with fresh beef quarter pounders. It's a good sandwich.

0:23:25.440 --> 0:23:28.480
<v Speaker 1>They know it tested well, people liked it, and they

0:23:28.480 --> 0:23:29.800
<v Speaker 1>were going to figure out a way to bring it

0:23:29.840 --> 0:23:32.760
<v Speaker 1>to market. All right. For Tom that doesn't necessarily get

0:23:32.800 --> 0:23:35.800
<v Speaker 1>the mic cafe that has been so popular. He can

0:23:35.800 --> 0:23:38.280
<v Speaker 1>now get it into mic Cafe in a bottle. Tell

0:23:38.359 --> 0:23:40.640
<v Speaker 1>us about those kinds of ventures, because it's not only

0:23:40.720 --> 0:23:44.040
<v Speaker 1>Mick Cafe in a bottle. There's Mick Cafe bags, cake cups,

0:23:44.040 --> 0:23:47.520
<v Speaker 1>and canisters. That's right. I mean, this is still a

0:23:47.640 --> 0:23:49.840
<v Speaker 1>very very small piece of their business. You know, it's

0:23:50.040 --> 0:23:52.040
<v Speaker 1>it's and it's always it's always going to be hard

0:23:52.080 --> 0:23:54.920
<v Speaker 1>to to move the needle um. You know, in the US,

0:23:54.960 --> 0:23:57.520
<v Speaker 1>when you have fourteen thousand restaurants doing you know, two

0:23:57.600 --> 0:24:01.159
<v Speaker 1>and a half million dollars UH per box, you know

0:24:01.440 --> 0:24:04.280
<v Speaker 1>any anything, you know, thirty five billion dollar system, it's

0:24:04.359 --> 0:24:06.639
<v Speaker 1>very hard for anyone product, and yeah, but it's going

0:24:06.680 --> 0:24:09.080
<v Speaker 1>to allow me to segue into Starbucks. So that's why

0:24:09.119 --> 0:24:12.560
<v Speaker 1>I did it. We're talking about it, okay, So then

0:24:12.600 --> 0:24:15.639
<v Speaker 1>there's value to you. I think there's value there too

0:24:15.720 --> 0:24:17.960
<v Speaker 1>to McDonald's. Mean, look, it's a testament to the fact

0:24:18.000 --> 0:24:20.720
<v Speaker 1>that the brand is strong enough to be sold outside

0:24:20.720 --> 0:24:24.359
<v Speaker 1>of the McDonald's restaurants, whether ever, will be hugely meaningful.

0:24:24.560 --> 0:24:27.600
<v Speaker 1>Probably not, but you know, but people like the costs.

0:24:28.240 --> 0:24:31.560
<v Speaker 1>So tell Tom about Starbucks and what their challenges are,

0:24:32.680 --> 0:24:34.880
<v Speaker 1>you know, I think, look, Starbucks is a very good

0:24:34.880 --> 0:24:39.280
<v Speaker 1>global brand. Um. You know, our view is that increasingly

0:24:39.560 --> 0:24:43.040
<v Speaker 1>it may just be more mature than uh than it's

0:24:43.160 --> 0:24:46.720
<v Speaker 1>you know, the company is willing to acknowledge or let up. Um.

0:24:46.760 --> 0:24:49.400
<v Speaker 1>You know, there's there's long been that joke about Starbucks

0:24:49.440 --> 0:24:53.119
<v Speaker 1>and every corner um, and and that is increasingly I

0:24:53.160 --> 0:24:56.479
<v Speaker 1>think part of the issue for them, there's just you know, growth,

0:24:56.520 --> 0:24:58.840
<v Speaker 1>there's only so much, so many units you can add

0:24:59.400 --> 0:25:02.600
<v Speaker 1>before they are to impact the existing business. Sir. Before

0:25:02.640 --> 0:25:05.920
<v Speaker 1>I let you go Chipotle seven hundred down to three,

0:25:07.040 --> 0:25:09.800
<v Speaker 1>I guess with an enthusiastic bounce, where are you on

0:25:10.040 --> 0:25:14.000
<v Speaker 1>CMG right now? I mean, I like this stock. I

0:25:14.040 --> 0:25:16.920
<v Speaker 1>have to say, uh, you know, it's been been sort

0:25:16.920 --> 0:25:19.720
<v Speaker 1>of a long suffering bowl. We saw all these opportunities

0:25:19.760 --> 0:25:22.640
<v Speaker 1>for the business, and the last management team just wasn't

0:25:22.680 --> 0:25:25.200
<v Speaker 1>executing against them. And I think the reason you've seen

0:25:25.280 --> 0:25:28.680
<v Speaker 1>this big move is because the opportunities are very much

0:25:28.720 --> 0:25:31.600
<v Speaker 1>there in terms of driving top line through basic things

0:25:31.640 --> 0:25:35.600
<v Speaker 1>like marketing, you know, more effective advertising, some digital issues

0:25:36.119 --> 0:25:38.240
<v Speaker 1>and also a lot of costs. And we finally have

0:25:38.680 --> 0:25:42.159
<v Speaker 1>a CEO and now a Chief Marketing Officer UM and

0:25:42.240 --> 0:25:44.920
<v Speaker 1>chief restaurant officer, and I t that are that are

0:25:45.000 --> 0:25:48.160
<v Speaker 1>there and capable of executing. What can they learn from

0:25:48.160 --> 0:25:54.200
<v Speaker 1>Stephen j Esterbrook? I think, you know, look, I think

0:25:54.800 --> 0:25:57.760
<v Speaker 1>being nimble, being flexible that and and listening to what

0:25:57.840 --> 0:26:01.560
<v Speaker 1>your customers without doing, you know, going too far straight

0:26:01.680 --> 0:26:05.240
<v Speaker 1>from your core value propositions. I think everybody can learn that. Sir,

0:26:05.640 --> 0:26:09.880
<v Speaker 1>just terrific. Thank you, Sarah Snatory short notice on Bernstein McDonald.

0:26:09.960 --> 0:26:13.520
<v Speaker 1>There was the L word pim listen. It's just stunning.

0:26:19.000 --> 0:26:23.200
<v Speaker 1>Thanks for listening to the Bloomberg Surveillance podcast. Subscribe and

0:26:23.240 --> 0:26:28.560
<v Speaker 1>listen to interviews on Apple Podcasts, SoundCloud, or whichever podcast

0:26:28.640 --> 0:26:32.879
<v Speaker 1>platform you prefer. I'm on Twitter at Tom Keane. Before

0:26:32.880 --> 0:26:37.119
<v Speaker 1>the podcast, you can always catch us worldwide. I'm Bloomberg Radio.