Day 257 - 06 Jun 96 - Page 65
1
2 Q. Moving on from that. Then we have two pages further on,
3 "Eating out in fast-food restaurants". What is this
4 page? Is this like a summary of the whole thing?
5 A. Yes, it is a summary page within a presentation.
6
7 Q. Right.
8 A. It is looking at the document. It is a kind of link
9 page into some data to do with kids and families, by the
10 look of it; yes. So, it is a kind of pre-summary of what
11 is coming, I think, within the document.
12
13 Q. Right. So, "McDonald's is the fast-food restaurant for
14 kids. Do not worry about their behaviour; go to McDonald's
15 if pestered. Go there for a treat. Go for a kid's special
16 occasion". That would summarise the whole kids'
17 experience?
18 A. That will summarise the parents' perception of -- the
19 parents' motivation, yes, the parents' motivation and
20 perception of McDonald's being the fast-food restaurant for
21 kids.
22
23 Q. The third bullet point down, "Food is often secondary to
24 functional attributes, service and cleanliness". So that
25 is something that the service and cleanliness outweighs the
26 food attributes?
27 A. Yes, particularly where kids are involved as well,
28 cleanliness being the key.
29
30 Q. Right. If we go on the next page, "Prompted statements
31 about eating out at restaurants". Presumably, everyone is
32 asked to tick those ones they agree with, and compared to
33 other eating out chains, Burger King, Pizza Hut and
34 Kentucky Fried Chicken, and if we note that this is the bit
35 which you referred to before about McDonald's, under "when
36 the kids pester me to go", 55 per cent tick that as
37 something that rang true to them?
38 A. Yes.
39
40 Q. That was far greater than the other chains?
41 A. And within that line you can see why being a family
42 restaurant is an important competitive advantage for us.
43
44 Q. In the next page -- I am not quite sure the difference in
45 this one -- this is the one you referred to earlier on
46 about, if you look at the children section about kids
47 pestering, somewhere to go, it is more the less committed
48 users who believe that is what is happening, that is what
49 is taking them to McDonald's, rather than the committed
50 users, the heavy users, or the people that do not use it
51 hardly at all?
52 A. Yes, and that relates entirely to customer profile and
53 our heavy users tend to be young males, whereas our lighter
54 users, medium, tend to be families.
55
56 Q. The medium and light users were scoring 51 and 50 per cent
57 on that score?
58 A. Sure.
59
60 Q. OK. Then if we go on two pages, on the next page "Service
