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
