Day 043 - 01 Nov 94 - Page 19

     
     1   Q.   Do you have, within that sector -- the same as we do -- a
     2        quick service restaurant sector?
     3        A.  Yes.
     4
     5   Q.   QSR?
     6        A.  Yes.
     7
     8   Q.   Is that synonymous with fast-food?
     9        A.  Yes.  The terms can be used interchangeably.  We prefer
    10        to call it quick service restaurant.
    11
    12   Q.   Are hamburgers a recognised category within that sector,
    13        QSR?
    14        A.  Yes.
    15
    16   Q.   Do McDonald's classify themselves as a hamburger operation
    17        within that category?
    18        A.  Yes, they do.
    19
    20   Q.   I am sorry about this, but I have to ask you to get another
         volume, which is the yellow VI, called Nutrition.  At tab 3
    22        of this file, you will find a statement by
    23        Alistair Fairgrieve who is in the marketing department of
    24        McDonald's in this country.  He has produced, on the basis
    25        of market research, some tables, and they are behind his
    26        statement, behind the sheet headed "AF1", the coloured
    27        charts.  Have you got that?
    28        A.  I have some coloured charts.
    29
    30   Q.   Can you turn to the one on page 5?  There is a "5" at the
    31        bottom of the page.  Is it headed "Eating Out of Home
    32        Monitor Sector, Shares of Total Market"?
    33        A.  Yes.
    34
    35   Q.   It is.  It is for two periods of 13 weeks, two comparable
    36        periods for 1992 and 1993.  We can see from these columns
    37        that for the period in 1992 it was estimated that the quick
    38        service section -- burger house, pizza place, fish and
    39        chips, Chinese take-away, Indian take-away, fried chicken
    40         -- had 48 per cent of the market, the eating-out market;
         do you see that?
    42        A.  Yes.
    43
    44   Q.   And that in 1993 for the same period it had increased by
    45        2 per cent to 50?
    46        A.  Yes.
    47
    48   Q.   A preliminary question:  do you have fish and chip shops in
    49        the United States in the way we do here?
    50        A.  I think we have Arthur Treacher's fish and chips, but 
    51        it is relatively very small. 
    52 
    53   Q.   Can you tell me what in the United States is recognised,
    54        what categories of restaurant, types of restaurant, are
    55        recognised as constituting the quick service restaurant
    56        sector of the market?
    57        A.  Sure.  In general, it is hamburger restaurants, pizza
    58        restaurants, Mexican take-out restaurants, such as
    59        Taco Bell.  Then you have some that serve roast beef,
    60        Kentucky Fried Chicken, that serves chicken.  In