Day 045 - 03 Nov 94 - Page 39

     
     1
     2   Q.   Would the adverts be targeted at them, as well?
     3        A.  Yes, it would.
     4
     5   Q.   How often would they visit?
     6        A.  Well, I think the current definition of a super heavy
     7        user who is someone who visits quick service restaurants at
     8        least 10 times a month.
     9
    10   Q.   Is it not four or more times a week?
    11        A.  The definition may have changed.  The current
    12        definition is, I believe, 10 times a month.  We may have
    13        had a definition as well that was four times or more a
    14        week, as a super heavy user, but at least the one we are
    15        using right now is 10 times a month.
    16
    17   Q.   Is something else that you are trying to do is to encourage
    18        people to think of McDonald's as somewhere to come for a
    19        meal rather than a snack?
    20        A.  Yes.
    21
    22   Q.   That would be right?
    23        A.  Yes, it would.
    24
    25   MR. JUSTICE BELL:  I have a difficulty, probably because of
    26        different vocabularies on other sides of the Atlantic.  But
    27        a burger, a portion of fries and a soft drink, that would
    28        be a meal, would it?
    29        A.  Well, what I mean by "a meal" is a meal occasion; it
    30        would be a breakfast, lunch or a dinner.  A "snack" is
    31        usually someone who comes in the afternoon after two
    32        o'clock, or before the dinner time period.
    33
    34   Q.   So it does not necessarily relate to how much they eat, but
    35        rather when they eat it?
    36        A.  Yes, primarily, even though we have used the term
    37        "extra value meals", which talks about a combination of a
    38        hamburger, fries and drink, but the way I usually look at
    39        it is what we call meal occasions.
    40
    MS. STEEL:  To have it as their breakfast, lunch or dinner,
    42        rather than with their breakfast and lunch.
    43
    44   MR. JUSTICE BELL:  We have touched on this before, and I
    45        just forgotten what the distinction was.
    46
    47   MS. STEEL:  To have it as their breakfast, lunch or dinner,
    48        rather than as well as?
    49        A.  Yes.  You would have breakfast at McDonald's, and that
    50        would be their breakfast meal, yes. 
    51 
    52   Q.   It might be appropriate to go at this point to the 
    53        Nutrition volume, pink volume VIA?
    54        A.  Yes.
    55
    56   MS. STEEL:   If we turn to the back of that, tab 45.
    57
    58   MR. MORRIS:  Just before we go into that, there was a document
    59        disclosed, which is behind the Sue Dibb documents.
    60