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

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