Day 045 - 03 Nov 94 - Page 59


     
     1        two out of five customers purchased a large sandwich.
     2        While this represents some gain over both 1987 and 1988,
     3        penetration is still lower than 1986".  1988 has got about
     4        38 per cent; is that right?
     5        A.  It looks like -- in proportion it looks like that, yes.
     6
     7   Q.   Are those sandwiches listed there, the Quarter Pounders,
     8        McDLT, Big Mac, Double and McChicken, all of the large
     9        sandwiches that McDonald's does or are there some other
    10        ones?
    11        A.  The McLean Deluxe, I believe, was introduced just at
    12        the end of this study.
    13
    14   Q.   Yes, that has two per cent.  But are they only ones you
    15        come across?
    16        A.  That, essentially, would be all the large sandwiches,
    17        yes.
    18
    19   Q.   Going on to page 224, purchase of large sandwiches, the
    20        very last, the bottom chart and the bottom section of that
    21        chart has "heavy", I presume, heavy users; it must be heavy
    22        users?
    23        A.  Yes.
    24
    25   Q.   It has 38 per cent, so does that mean that 38 per cent of
    26        heavy users purchase large sandwiches or am I reading
    27        that ----
    28        A.  It may be that 38 per cent of the purchasers of large
    29        sandwiches are heavy users but may be the other way around
    30        too.  I have to read this.  I think of those -- again, of
    31        those who are heavy users, 38 per cent say they purchased a
    32        large sandwich because it looks like of those who are
    33        eat-in the number was 40 per cent and so forth.  So, the
    34        universe is on the left-hand side, or the vertical column,
    35        and the percentage is the bar.
    36
    37   Q.   Right.
    38
    39   MR. JUSTICE BELL:  Just pause a moment.  As a matter of
    40        interest, is "filet" a general North American pronunciation
    41        or just your menu items?  We talk about "fillet" in this
    42        country.
    43        A.  It is pronounced filet at least around my country, so
    44        it is filet-o-fish.
    45
    46   Q.   At the time when English-speaking people first went to
    47        settle in America, they obviously pronounced it the French
    48        way, thus it has stayed although we have changed over
    49        here.
    50        A.  There have probably been a few changes over the 
    51        years, although I have rather enjoyed the last few days 
    52        listening to it in a different way. 
    53
    54   MS. STEEL:   "Small Sandwiches", the following page:  "Two out
    55        of five customers purchase a small sandwich".  Are those
    56        definitions there, they are all the small sandwiches that
    57        you do, the fish filet, the cheeseburger and the hamburger?
    58        A.  Yes, I believe so.
    59
    60   Q.   Happy Meals, on page 229:  "Slightly under one out of 10

Prev Next Index