Day 015 - 21 Jul 94 - Page 56
1
MR. MORRIS: Maybe we will go into this in more detail, but
2 there is a quite a lot of detail on it. It is called
"Entree Sandwich Penetration" on page 221. It says that
3 roughly eight out of ten customers purchase an entree. I
will just try to find the chart -- if we go to page 218,
4 20 of the documents, it has how often customers visit the
stores in the States?
5 A. Yes.
6 Q. It has the total number of customers that are heavy users
which is 72 per cent.
7
MR. JUSTICE BELL: They are one to three times a week?
8 A. Yes.
9 MR. MORRIS: And super heavy 23 per cent, well, four or over
five times a week?
10 A. Yes.
11 MR. RAMPTON: Mr. Morris should understand that the percentage
are not percentages of customers; they are percentages of
12 visits.
13 MR. MORRIS: Percentages of visits.
14 MR. RAMPTON: Yes.
15 MR. MORRIS: Anyway, a substantial amount of customers are
eating four or over?
16 A. Well, I think you have to be very careful about the
calculations.
17
MR. RAMPTON: It is very important to be careful about this,
18 because one can get most frightfully misled. 216 shows
the visits and also in a parallel set of columns the
19 percentage of customers.
20 MR. JUSTICE BELL: The point is that a very high proportion of
the meals are eaten by a relatively, and I say relatively,
21 small number of customers who eat a lot of meals. I am
not saying the number is objectively small. I am not
22 making that judgment, but I am saying relatively small.
23 MR. RAMPTON: One sees the relevant statement in principle at
the top of page 216: "Although only 22 per cent of
24 McDonald's customer are heavy users, they generate roughly
three-quarters of all visits".
25
MR. MORRIS: If we look at that chart, the latest figure in
26 that chart on page 8 shows that super-heavy customers, if
you pardon the expression, are 11 per cent of the
27 customers in 1991, yes?
A. Yes.
28
Q. 11 per cent of something like 19 million people visit
29 McDonald's -- anyway, it is a lot of people. So the point
about heavy use is that a considerable number of people,
30 whether it is hundreds of thousand or millions, do consume
a large amount of food from McDonald's, yes?
