Day 045 - 03 Nov 94 - Page 49

     
     1        time, I think is what the report is saying.
     2
     3   MS. STEEL:  What does a combination meal mean, then?
     4        A.  Within this context?
     5
     6   Q.   Yes.
     7        A.  I think either we are just talking about what do most
     8        people actually purchase in that particular transaction.
     9        What do they look at; what I am going to have that at this
    10        particular sitting?  From that example, at breakfast time
    11        period, the majority of the people only have two things:
    12        they have a breakfast sandwich and they have a beverage.
    13
    14   Q.   Then carry-out customers are more likely just to have only
    15        an entree?
    16        A.  Right.  Usually, if you are carrying out, especially at
    17        breakfast, you will have the beverage usually at the
    18        destination.  For example, if you are carrying it to work,
    19        you will have coffee at your work destination.
    20
    Q.   Turning over to page 208, the fourth dot down:  "French
    22        fries remain the most popular item from the regular
    23        menu."   There is more one way of reading that.  Do most
    24        people purchase fries with their other purchases?
    25        A.  Yes.  In the main, I think most people do purchase
    26        fries with their other sandwich.  I think what they are
    27        meaning by that, when they talk about "penetration", it
    28        means just looking at all customers who come in for the
    29        lunch time period, what percentage of them order french
    30        fries; and that would be the highest percentage across all
    31        people who come in; the one item that would have the
    32        highest percentage would be french fries.
    33
    34   Q.   Then two paragraphs down:
    35
    36        "Entree, fries, and beverage continues to be most popular
    37        regular menu combination, purchased by over 2 out of 5
    38        customers.  Penetration of this combination is highest for
    39        lunch and declines by daypart.  Furthermore, purchase of
    40        this combination is highest among the Ronald segment (0-7)
         and Tweens (8-13) and declines with age.  Happy Meal
    42        purchases represent some of this penetration among the
    43        younger customers."
    44
    45        I do not know -- have you any comment to make?
    46        A.  I think it is pretty self-evident there, what it says.
    47        I would agree with its outcome.  It has changed a bit now,
    48        because we have more meal combinations for the rest of the
    49        day.
    50 
    51   Q.   The next paragraph is about "combo" meals.  I am still not 
    52        one hundred per cent clear what a "combo meal" is? 
    53        A.  Okay.  I think there are two words here.  Maybe I can
    54        help out.  A meal combination, the way that I believe the
    55        Walker report is using it, is just an arithmetic decision
    56        of what combinations do people usually buy within the
    57        restaurant.  That is how she uses a meal combination.  A
    58        "combo" is actually a priced meal combination on the menu
    59        board that combines the three items of a sandwich, a fry
    60        and a drink.  Sometimes there are other meal combos, as