Day 257 - 06 Jun 96 - Page 18

     
     1        A.  Yes.
     2
     3   Q.   That is about 40 per cent, it is not very like 8 per cent?
     4        A.  Sorry, yes, I have made a slight error there.
     5        McDonald's does indeed account for 8 per cent of total
     6        eating out, but the basis of this sample on the number of
     7        eating out is actually the informal eating out sector, so
     8        the percentages are higher.
     9
    10   Q.   Yes.  However that may be, what Mr. Morris is asking you
    11        is, of the 5,000 sampled for the fast track research do you
    12        know how many actually ate out at McDonald's during the
    13        year?
    14        A.  By referring back to one of these previous documents
    15        I could probably check that, yes, I do not have it in my
    16        head.
    17
    18   MR. MORRIS:  Is it sufficiently roughly the same percentage as
    19        the second sheet?
    20        A.  No, it is not.
    21
    22   Q.   Which has something like 8 out of 8,763 sampled, 4,347,
    23        that is talking of the 'who ate out elsewhere', something
    24        like 3,447 actually registered as a McDonald's user more
    25        than once a year?
    26        A.  It will not be the same because it is from a different
    27        sample.  I will have to check the data to give you an
    28        answer.
    29
    30   Q.   Can you have a quick look to help us on that?  Just in case
    31        it may be important.
    32
    33   MR. JUSTICE BELL: No.
    34
    35   MR. MORRIS:  AF2 is it not?
    36        A.  This information that is derivable from that source,
    37        but is not actually enclosed within the enclosures here,
    38        because we chose deliberately to include the Taylor Nelson
    39        market share data because it is of a more robust sample.
    40
    Q.   If we look at page 6 in AF2, apparently we have got on the
    42        last chart McDonald's as 77 per cent?
    43
    44   MR. JUSTICE BELL:  What are you looking at?
    45
    46   MR. MORRIS:  This is AF2, page 6.  The last chart indicates, in
    47        1992 anyway, but something in the 70s of people whose
    48        children influenced the place to eat being the favourite
    49        place, that implies that something at least in the 70 per
    50        cent bracket of the people that were interviewed were users 
    51        of McDonald's? 
    52 
    53   MR. JUSTICE BELL:  No, I would not have thought that followed at
    54        all.  For instance, I would have thought far greater people
    55        are influenced by their children if the question is going
    56        to be McDonald's rather than the Ritz.
    57
    58   MR. MORRIS:  Right.
    59
    60   MR. JUSTICE BELL: So, and yet people who go to the Ritz, whoever