Day 257 - 06 Jun 96 - Page 25


     
     1        A.  We get a percentage, we do not actually get a number.
     2        We do not work off numbers normally we work off a relative
     3        percentage to our competition and those relative
     4        percentages should be contained within AF1, because it is--
     5
     6   MR. JUSTICE BELL:  Can you find it, because it may be what
     7        Ms. Steel wants to do is see how it compares with the
     8        approximately 50 per cent that we have there, you see?
     9        A.  It is possible to calculate, it does not actually exist
    10        within the data we have.  If you refer to the page,
    11        including the title -- it is actually page 5 of AF1.
    12
    13   MS. STEEL:   'Eating out of home monitor sector shows a total
    14        market'?
    15        A.  Yes, you see it on the left.
    16
    17   MR. JUSTICE BELL:  Let me just find it.  Yes?
    18        A.  You will see at the left, at the top in the first
    19        column there, a sector called 'burgerhouse'.
    20
    21   Q.   Just let me -- yes, it does come to nearly 100 per cent,
    22        yes.
    23        A.  Within that burgerhouse sector, I think within this
    24        data, McDonald's accounts for 74 per cent of that sector.
    25
    26   MR. MORRIS:  That is on page 7?
    27        A.  That is right, in 1993.
    28
    29   MS. STEEL:   But in terms of the first chart on page 5 that we
    30        are looking at, we have not got, or can you tell me if we
    31        have, figures for how many people this represents?
    32        A.  Yes.  I mean, well, I cannot tell you exactly but each
    33        one of these columns represents approximately, and I say
    34        approximately because it depends on how many people we
    35        could recruit in that quarter, 1,200 people in that
    36        relevant quarter, so within this sample here.
    37
    38   Q.   But there is none here that do not eat out, there is not a
    39        section in that breaking down?
    40        A.  Not reported in this particular breakdown, but it will
    41        be reported against the wider computer database on which
    42        this is collected.
    43
    44   MR. JUSTICE BELL: But if this is the equivalent of -- if page 5
    45        are percentages of the eating out sector?
    46        A.  Yes.
    47
    48   Q.   Therefore, they should be percentages.  I say this just to
    49        see where I must have gone wrong.  They should be
    50        percentages of 43,000-odd, which is the eating out sector 
    51        in the second sheet of AF3. 
    52 
    53   MR. MORRIS:  It is 43 million.
    54
    55   MR. JUSTICE BELL:  43 million, nearly 44 million, people eat out
    56        each year?
    57        A.  Yes.
    58
    59   Q.   Presumably, it is a sample of that 43 million who are
    60        eating out which leads to the chart on page 5 of AF1?

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