Day 045 - 03 Nov 94 - Page 52

     
     1        whatever?
     2        A.  That is correct.
     3
     4   Q.   Salads were not advertised at all in the advertisements
     5        that we saw, were they?
     6        A.  No, they were not.
     7
     8   Q.   On page 213:  "All day customer profile".
     9
    10        "Overall, McDonald's customers are more likely to be:
    11        Males (52% are males)
    12        Ages 20-44 (54% are in this age range)
    13        Heavy users of McDonald's (72% are heavy users)."
    14
    15        Then it goes on to say:
    16
    17        "In terms of visitation, the McDonald's customer:
    18        Visits for a scheduled meal (breakfast, lunch, dinner) -
    19        65% of the customers visit during these primary
    20        dayparts."
    21
    22        I am not sure whether those are exactly the same figures.
    23
    24   MR. JUSTICE BELL:  "Heavy users of McDonald's (72% are heavy
    25        users)" seems to me completely inconsistent.  It is
    26        72 per cent of visits by heavy users, presumably?
    27        A.  I do not understand that particular one.  Heavy users
    28        are only really, as I say, about 25, 26 per cent of our
    29        customers, but are about 75 per cent of our business.
    30
    31   MS. STEEL:   So that must be an error, are you saying?
    32        A.  I am not sure.
    33
    34   MR. JUSTICE BELL:  If one looks at that in terms of visitation,
    35        and then it seems to me that the diagram under "all day" is
    36        relating to visitation, i.e. percentage of visits rather
    37        than-----
    38        A.  Individual customers.
    39
    40   MR. JUSTICE BELL:   Yes.
    41
    42   MS. STEEL:   Perhaps that is explained on page 216:  "Profile
    43        trends - share of visits/customers".
    44
    45   MR. JUSTICE BELL:  Yes.
    46
    47   MS. STEEL: "Although only 22% of McDonald's customers are heavy
    48        users (visit at least once a week), they generate roughly
    49        three-fourths of all visits.  This is down somewhat versus
    50        earlier years." 
    51 
    52        (To the witness)  So in 1988, 27 per cent of all McDonald's 
    53        customers were heavy users, and four----
    54        A.  That is correct, according to this chart.
    55
    56   Q.   Right; and four per cent were super heavy users?
    57        A.  That is correct.
    58
    59   Q.   In 1991, that has been increased to 11 per cent of
    60        McDonald's customers being super heavy users?