Day 257 - 06 Jun 96 - Page 30
1 Q. Do you still have the fax?
2 A. No, I do not.
3
4 Q. You did not keep any of the raw data?
5 A. No. I have copies of this in summary, which is what
6 I have in my files.
7
8 Q. You got it sent over specifically to do this chart?
9 A. Yes, because this is--
10
11 Q. The one you prepared for the court?
12 A. That is right, yes.
13
14 Q. Presumably, the Company would be able to send you that
15 information again?
16 A. They may well be able to be. The fax is probably
17 handwritten, I cannot remember the details. The normal way
18 we handle these requests is fairly informal.
19
20 Q. When it talks about eating out universe, is that anybody
21 who has ever eaten out in their lives or anybody who has
22 eaten out in the last year or in the last quarter or the
23 last month, or what?
24 A. Across a yearly basis, individuals who are likely to
25 have eaten out, but in this analysis these are notional
26 individuals. The 43 million is derived by a multiplication
27 factor on a given number of people who appeared in a yearly
28 sample, so it is -- you know, these individuals in the
29 centre column, the individuals who claim to have eaten at
30 McDonald's, presumably had eaten at McDonald's, but the
31 larger figure across the population is derived by, you
32 know, calculation means. So it is a notional number of
33 individuals. It is likely that the number of individuals
34 in 1993, '94, who ate out within the UK was in the region
35 of 43.8 million. That is about--
36
37 MR. MORRIS: Ate out once?
38 A. At all.
39
40 Q. So 23 per cent of the population never ate out in a whole
41 year once; does that accord with your market research?
42
43 MR. JUSTICE BELL: Which percentage?
44
45 MR. MORRIS: It was 77 per cent, 43 million, 44 million. It
46 would mean that 23 per cent, a quarter of the population,
47 never ate out once in the whole year?
48 A. That is correct.
49
50 Q. Does that accord with your market research?
51 A. It does, yes. The UK is not a country that
52 traditionally has an eating out culture.
53
54 Q. So when Mr. Preston said in his evidence something about 98
55 per cent of the population being his customers he was
56 wildly wide of the mark was he. It was actually potential
57 customers, or whatever, people who had actually visited
58 McDonald's?
59 A. The figures, the calculations that we have done by
60 these means, show that by these terms 20 something per cent
