Day 045 - 03 Nov 94 - Page 45

     
     1   Q.   It is just under the middle of the page, underlined:
     2
     3        "The typical McDonald's customer visits McDonald's for a
     4        'main meal', represents a broad cross section of America,
     5        and used McDonald's frequently."
     6
     7        Is that something that accords with your knowledge, with
     8        your experience; is that right?
     9        A.  Yes.  I mean, I think that taking it from the
    10        perspective of the data you see below it.  "Main meal",
    11        again from my perspective, is that instead of a snack time,
    12        they are coming for a meal time.
    13
    14   Q.   It says that they primarily visit for a scheduled meal?
    15        A.  Yes.
    16
    17   Q.   Just above that, it says:  "Heavy users (72% visit
    18        McDonald's once a week or more often)"?
    19        A.  Yes.  I think that that was the definition of a heavy
    20        user.
    21
    22   Q.   On the following page the section under "Breakfast":
    23
    24        "Breakfast customers also tend to visit more during the
    25        week.  This daypart has the strongest following of heavy
    26        McDonald's users."
    27
    28        Is that right?
    29        A.  Yes, that is what it says.
    30
    31   Q.   Were you involved in this survey at all?
    32        A.  No.  The survey was done for us by an outside firm,
    33        I believe it was the Walker Research firm.
    34
    35   Q.   Right.
    36        A.  But they compile it in our restaurants. They obviously
    37        go into our restaurants and take the data.
    38
    39   Q.   It was for marketing purposes?
    40        A.  That is correct.
    41
    42   MR. JUSTICE BELL:  If sounds as if it may be a pattern of eating
    43        at McDonald's on the way to work; leaving the same home and
    44        stopping at the same McDonald's and going to the same
    45        office or factory?
    46        A.  Usually, you find that breakfast is more habitual,
    47        meaning that people get into more of a routine at breakfast
    48        and they have more of a variety at other times of the day.
    49
    50   MS. STEEL:  On page 205: 
    51 
    52        "Since 1988 McDonald's customers have aged, become more 
    53        likely to visit with their families, and use the drive-thru
    54        more often.
    55
    56        "The McDonald's customer base is getting older like the
    57        rest of the population with per capita visits declining for
    58        most segments under 45 years.  A notable exception is the
    59        Ronald segment (0-7 years of age) which has shown per
    60        capita visitation gains versus 1988 (plus 3.6 visits to