Day 043 - 01 Nov 94 - Page 20

     
     1        general-----
     2
     3   MR. JUSTICE BELL:  How do you serve roast beef quickly?
     4        A.  It is sliced into a sandwich and it is prepared----
     5
     6   Q.   It is put in a bun as well, is it?
     7        A.  That is correct.
     8
     9   MR. RAMPTON:  You do not have all the same ethnic types that we
    10        have, but you have the same criterion that it is fast
    11        service?
    12        A.  That is correct.  There are many different kinds that
    13        seem to be a bit different than here in England.
    14
    15   Q.   What I would like you to do, if you can, is to tell us,
    16        roughly speaking again, what percentage of the eating-out
    17        market in the United States is held by the quick service
    18        restaurant sector?
    19        A.  In general, it is about 50 per cent.
    20
    Q.   So it is roughly the same as it is here, is it?
    22        A.  Yes.
    23
    24   Q.   Turn over the page, please.  Here we have an estimate of
    25        who holds what within the quick service restaurant sector;
    26        do you see that?
    27        A.  Yes.
    28
    29   Q.   Each kind of outlet is given a different colour: burger
    30        houses are red; pizza houses are a sort of bluey colour;
    31        fish and chips are green; Chinese, yellow; Indian, purple;
    32        fried chicken, black, I think.  I do not know whether that
    33        is deliberate or not.
    34
    35             In the United States, Mr. Green, what proportion of
    36        the quick service restaurants sector is constituted by the
    37        burger category?
    38        A.  It is about a third.
    39
    40   Q.   So it is roughly twice as high a percentage as we see here,
         which is 16 per cent?
    42        A.  Yes.
    43
    44   MR. RAMPTON:   Turn over another page, please, to page 7.  Here
    45        we see that in the United Kingdom, within the burger
    46        sector, McDonald's holds about-----
    47
    48   MR. JUSTICE BELL:  Just so that people can see the arithmetic
    49        I am doing, if you do not have fish and chips in the
    50        States, as we do, if half the fish and chips went to 
    51        burgers, then they would be about the same. 
    52 
    53   MR. RAMPTON:  Yes.  (To the witness)  If you turn over the page
    54        to page 7, bluey-green, you see that in this country it is
    55        estimated that within the burger sector McDonald's has, on
    56        average, about 70 per cent of the market.  Are you as well
    57        placed in America as that?
    58        A.  No.  We are about a little over 40 per cent.
    59
    60   Q.   A little over 40 per cent?