Day 041 - 28 Oct 94 - Page 13

     
     1        motorway or roadside eating places?
     2        A.  Yes, according to these figures.
     3
     4   MR. RAMPTON:  I suppose, my Lord, for most people it is a
     5        miserable but only an occasional experience.  Six per cent
     6        for cafes and coffee shops; then "other" is 7 -- have you
     7        any idea what "other" might represent in this context?
     8        A.  I do not really.  This is one of those self-categorised
     9        things by consumers, I think.
    10
    11   Q.   Looking at that section, whichever column you look at, the
    12        section below the red line, my question, Mr. Hawkes, is
    13        this:  To what extent does McDonald's expect -- I do not
    14        use the word "hope", I use the word "expect" -- that its
    15        advertising will attract customers from that sector of the
    16        market below the red line?
    17        A.  Minimum.  I think if, in the repertoire of eating out,
    18        somebody has decided they want to go to a hotel to eat or
    19        to a pub, the influence of our advertising will not sway
    20        them on that particular choice.
    21
    22   Q.   Does it really come to this -- if I have understood it
    23        correctly -- you do not expect to have an impact on the
    24        person who is going to eat in the Dorchester Hotel that
    25        evening or, indeed, who may be going to his local health
    26        restaurant for a bowl of whatever it may be; you do hope,
    27        however, that if he might be going to Burger King or Pizza
    28        Hut he will come to you instead; is that right?
    29        A.  That is correct.
    30
    31   Q.   Can I ask you one more question while you have this
    32        document out in front of you?  If you can turn back to page
    33        1 of Mr. Fairgrieve's coloured charts, we see customer
    34        profiles presented in various ways, but the first column is
    35        presented as an age assessment?
    36        A.  Yes.
    37
    38   Q.   It would look from that chart, Mr. Hawkes, as though, at
    39        any rate, over the age of 16 the most important category,
    40        so far as you are concerned, are the 16 to 24 year-olds?
         A.  That is correct.  We have that in common with the
    42        industry.  16 to 24 year-olds are the most frequent users
    43        of fast food.
    44
    45   Q.   The thing tapers off as people get older?
    46        A.  That is correct too, yes.
    47
    48   Q.   Does McDonald's through you have a view about what group
    49        amongst those age groups there -- I know it may be common
    50        sense, but I would like to know what McDonald's view of the 
    51        question is -- what group is most likely to take its 
    52        children into the restaurant? 
    53        A.  The 25 to 34 age group is really the key area in terms
    54        of having children of the age that would be appropriate for
    55        McDonald's.  Obviously, it can stretch up into 35 to 44 as
    56        well; it is more normal to be in that category -- not the
    57        16 to 24 group so much.
    58
    59   Q.   Again, it may be a matter of common sense, but again it may
    60        be something McDonald's has considered; if it is something