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--
