Day 258 - 07 Jun 96 - Page 27
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2 MS. STEEL: Are we on the first page?
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4 MR. RAMPTON: Second page. -- is basically the number of
5 people that use McDonald's one or more times in a year?
6 A. That is correct, yes.
7
8 Q. Can you turn back then, please, to AF1, at page 5 of AF1,
9 where we are being shown what percentage share of the
10 eating out market is constituted by different kinds of
11 establishments?
12 A. Yes.
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14 Q. If you look at page 7 for three comparable periods at three
15 different years, roughly speaking, McDonald's has, or had,
16 70 per cent of the burger market?
17 A. That is correct, yes.
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19 Q. If you go back then to page 5 of AF1, I can tell you -- you
20 probably can work it out in your own mind -- 70 per cent of
21 8 per cent is 5.6 per cent?
22 A. Yes.
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24 Q. So McDonald's has 5.6 per cent, or did at this date, of the
25 total eating out market?
26 A. That is correct, yes.
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28 Q. This question may be important, and perhaps blindingly
29 obvious, do these AF1 documents measure feet through the
30 door of volume of sales?
31 A. AF1 measures feet through the door, that is correct;
32 measures feet through the door, yes.
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34 MR. JUSTICE BELL: Keep your voice up. Measures feet through
35 the door?
36 A. Yes.
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38 MR. RAMPTON: In what sense?
39 A. It measures claimed visits to eating out establishments
40 by members of the public who eat out.
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42 Q. So, can you explain how it is, unless there is something I
43 have missed, this gives McDonald's 5.7 per cent of the
44 eating out market whereas AF3, second sheet, gives
45 McDonald's something like 50 per cent, just under 50 per
46 cent?
47 A. I can explain no direct link between them because there
48 is no direct link. AF1 is produced in a format of data
49 that is designed to give us our share of the market place,
50 AF3 was produced in response to a specific question which
51 was, could we work out how many individuals were
52 represented by frequency groups within our own user base.
53 The calculations on AF3 was our response to that.
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55 Q. I understand that. But what I am wondering is, it is quite
56 obvious, perhaps, to everybody that we are comparing apples
57 and oranges, but I am wondering if you can explain the
58 difference. What are the apples? If the apples are AF3,
59 I understand what they are, which gives McDonald's, on that
60 view, frequency of visits in the course of a year something
