Day 258 - 07 Jun 96 - Page 31


     
     1        proportion of the population because that just is not a
     2        figure which is important to you from a marketing point of
     3        view?
     4        A.  That is correct, yes.
     5
     6   MR. MORRIS:  Can I ask the witness a couple of questions?
     7
     8   MR. JUSTICE BELL:  You can in a moment.  Let me make my note.
     9        Yes?
    10
    11   MR. MORRIS:  Just in case there was a slip of the tongue, you
    12        said that you felt you were something like 8 per cent of
    13        the whole eating out market but that was the burger
    14        section.  So did you mean you were 5.6 per cent?
    15
    16   MR. JUSTICE BELL:  No.
    17
    18   THE WITNESS:  Actually, you are, indeed, correct, yes.  The 8
    19        per cent figure relates to burgerhouse, so the 5.6 per cent
    20        would reflect McDonald's share of burgerhouse.  Yes, that
    21        is correct.
    22
    23   MR. MORRIS:  Right.  The AF3 figure.  You said you considered
    24        AF3, second page.  You said something like 50 per cent of
    25        the normal eating out market would be your penetration.
    26        That means?
    27        A.  That is correct, yes.
    28
    29   Q.   -- 50 per cent of people who eat out once in a year may go
    30        to McDonald's once a year?
    31        A.  That is correct, and the key defining period there is
    32        in a year.
    33
    34   Q.   Right.  It is calculated in this chart that is 43 million
    35        or 44 million of the population, so that is where the 38
    36        per cent figure comes in, your 50 per cent of a figure,
    37        which is 44 56ths of the population.  So that is where the
    38        38 per cent -- I mean are you fairly confident of the
    39        figures in this chart?
    40        A.  Yes.
    41
    42   Q.   We did ask a lot of questions about that?
    43        A.  Yes, yes.
    44
    45   Q.   Right.
    46
    47   MR. JUSTICE BELL: I see.
    48        A.  And in relation to the number that Mr. Preston gave he
    49        gave 'penetration ever'.
    50 
    51   MR. MORRIS:  Life time? 
    52        A.  That is right, yes. 
    53
    54   Q.   Right.
    55
    56   MS. STEEL:   If I say at this point, the point I was trying to
    57        make to be helpful, it was said by Mr. Fairgrieve as well
    58        on the last occasion, on page 17, line 26; in the UK
    59        McDonald's has something like 98 per cent ever visited
    60        penetration.  So something like 98 per cent of people who

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