Day 258 - 07 Jun 96 - Page 26


     
     1   MR. RAMPTON:  Just a couple of things, Mr. Fairgrieve.  Can
     2        I ask you to pick up the pink file, it has a pink spine
     3        with a big Operations Manual in it.
     4
     5   MR. JUSTICE BELL:  10A, if you put it on one side.
     6
     7   MR. RAMPTON:  I think it is 10A?
     8        A.  Yes, I have that; I have it here.
     9
    10   Q.   Thank you.  Turn, please, towards the back to the printed
    11        number 637 and it has a stamp No. 324.  Tell me when you
    12        are there.
    13        A.  I have the page in front of me.
    14
    15   Q.   You have it?
    16        A.  Yes.
    17
    18   Q.   Left hand column, words in bold capitals at the bottom, do
    19        you see those, his Lordship drew attention to those a
    20        moment ago; do you remember that?
    21        A.  Yes.
    22
    23   Q.   If you turn back a page to 636 or 323, and right hand
    24        column under "increasing frequency of visits", do you see
    25        medium users?
    26        A.  Yes, I do.
    27
    28   Q.   By a blob, "Those who come to McDonald's on the average
    29        more than once a month but less than once a week".  Then it
    30        says, "Most McDonald's medium users are heavy quick service
    31        restaurant users purchasing as many or more meals from your
    32        competition as they do from you.  Therefore there is a
    33        large potential building of store sales by getting this
    34        group to visit your store more often.  Medium users make up
    35        31 per cent of our custom and 90 per cent of our sales on
    36        the average".
    37
    38        My question, if you can answer it -- this is an American
    39        document, as we know -- whether that statement to the
    40        effect that most medium users are already heavy users of
    41        quick service restaurants in America, whether this is also
    42        true of this country?
    43        A.  In this country it would be more true to say that most
    44        medium users of our restaurants are also medium users of
    45        other quick service restaurants.
    46
    47   MR. JUSTICE BELL:  Let me make a note.  Does the same apply to
    48        light users?
    49        A.  I have no actual knowledge of light users.  The same
    50        applies to heavy users, so that heavy users of McDonald's 
    51        within the UK would also be likely to be heavy users of 
    52        other quick service restaurant chains.  It is less likely 
    53        that light users will be because of the strength of
    54        McDonald's as a brand.
    55
    56   MR. RAMPTON:  Thank you.  Can you, please, put that one away and
    57        replace it with the yellow 5.  Can you turn, first of all,
    58        please to AF3.  If I have understood you correctly,
    59        I think, I hope, by everybody, what you are counting here
    60        is--

Prev Next Index