Day 257 - 06 Jun 96 - Page 37


     
     1        frequency is more than once a week and that certainly is
     2        not the case.  Our transactions across would be much
     3        greater than they are if that was in fact the case.
     4
     5   MR. MORRIS:  This is getting very confusing.  Did you say there
     6        were 650 million visits a year approximately?
     7        A.  Customer visits, customer visits.  That is, people
     8        visiting, yes.
     9
    10   Q.   650 million.  Right.  You said in that AF3 second page that
    11        your customer base is, what, 21 million or something?
    12        A.  Individuals.
    13
    14   Q.   Individuals?
    15        A.  Yes.
    16
    17   Q.   So, 21 million individuals and averaging out at 650 million
    18        visits, would be an average of 30-odd visits a year?
    19        A.  Yes, but if you stop there, the 650 million figure
    20        relates to number of people so there are approximately 3
    21        people per transaction or 2.72.8 people per transaction.
    22        OK?  And, as the point you have previously made earlier
    23        this morning, this data relates to head of household
    24        recorded visits primarily by themselves so that you are
    25        effectively multiplying your assumption by 3 there, or 2.8
    26        or 2.7.
    27
    28   Q.   You said 18 times a year, if you multiply that by 2.7 you
    29        are going to get something like 40 or 50 total visits by
    30        individual customers.
    31
    32   MR. JUSTICE BELL:  I thought what you were saying as a result of
    33        the sheet you made, which is now the second sheet in AF3,
    34        was that about 21 million different people visited
    35        McDonald's in the year.
    36        A.  Yes, that is the inference from that document, yes.
    37
    38   Q.   What was the 600 and 50 million meant to be?
    39        A.  That was--
    40
    41   Q.   Customers transactions?
    42        A.  That related to the number of customer visits to
    43        McDonald's in the UK in a typical year.  That is the number
    44        of transactions, the number of times, a till opens and
    45        closes by the average number of people in a party visiting.
    46
    47   MR. JUSTICE BELL:  Pause a moment.  That is the number of till
    48        openings multiplied by the average number of people?
    49        A.  In a party visiting, yes.  I think in a previous part
    50        of my testimony I referred to the number of visits in a 
    51        year. 
    52 
    53   Q.   I think it is because probably Mr. Morris understood it
    54        that way.  However you get to it, there have been 650
    55        million individual customer visits, during the year.  That
    56        is a calculation, not till transactions but your estimate
    57        of the number of people, some of them once, some of them 50
    58        times?
    59        A.  Yes.
    60

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