Day 045 - 03 Nov 94 - Page 54

     
     1        contradicts -----
     2
     3   MR. JUSTICE BELL:  Think about it and let me know one way or
     4        other in due course.  You do not even have to give me a
     5        provisional view today.  So far as cross-examining
     6        Mr. Green is concerned, you do not have to ask him a
     7        question merely to draw a figure to my attention.  If you
     8        want to say:  Can one safely deduce from those figures
     9        this, that or the other, then put it to him.
    10
    11   MS. STEEL:  Right.  I am doing that in some cases.
    12
    13   MR. JUSTICE BELL:  Yes, you carry on.
    14
    15   MS. STEEL:  I mean, really, Mr. Rampton went through the English
    16        ones with Mr. Fairgrieve, but he did not do it with the
    17        American.
    18
    19   MR. JUSTICE BELL:  You carry on.  Bear that in mind.
    20
    MS. STEEL (To the witness):  On page 218:  "Nearly three-fourths
    22        of McDonald's visits are made by heavy users.  Of these
    23        heavy users, about one third are super heavy users which is
    24        four or more times a week".  In the chart it is 23 per cent
    25        of visits are made by super heavy users.  Did you say that
    26        you think the definition of "super heavy" has changed now
    27        or do you think this is right?
    28        A.  I think this is the definition, she puts it on the
    29        bottom of the page, so a super heavy user is one who comes
    30        four or more times a week.  This graphs shows that 23 per
    31        cent are in that category and 49 per cent are in the
    32        regular, heavy category and, obviously, the total of the 72
    33        which was referred to in other parts of the research.
    34
    35   Q.   You would be hoping that they would come more often?
    36        A.  I would be hoping that I could get a bigger share of
    37        their quick service restaurant visits.
    38
    39   Q.   So would you not be interested in getting customers to come
    40        more often if they were not ----
         A.  Certainly, I would be interested in getting customers
    42        to come more often.  I am telling you what we specifically
    43        target and what is, in fact, the marketing strategy.
    44
    45   Q.   But you do not only want them to come more often if they
    46        are going to other places; you just want them to come more
    47        often in general?
    48        A.  Yes, research at least has indicated that to have
    49        someone increase their patronage in total in the quick
    50        service restaurant industry is not easy.  What is, in fact, 
    51        the best way is to go after the person who is already a 
    52        part of the quick service restaurant industry.  So, that is 
    53        why we target that because that gives us the best potential
    54        for increased sales.
    55
    56   Q.   You may not -----
    57        A.  There is very little potential in having someone do
    58        something that they do not already do, especially when the
    59        quick service restaurant industry has been established in
    60        the United States for 30 years plus.