Day 257 - 06 Jun 96 - Page 42


     
     1        home and eating more out?
     2        A.  That is correct, yes.
     3
     4   MR. MORRIS:  Surprisingly enough, I am quite confused.  If you
     5        go to AF2, page 1 of AF2?
     6        A.  Yes
     7
     8   Q.   The heavy users on that chart down the end near the bottom
     9        of the columns?
    10        A.  Yes.
    11
    12   Q.   I think we went to this last time and that was one of the
    13        things that broke down, we could not quite work it out?
    14        A.  OK.
    15
    16   Q.   I think we have heard in America that something like the
    17        heavy users are something like 77 per cent of the total
    18        sales even though they are a small percentage of the actual
    19        customer base?
    20        A.  Yes, that is correct.
    21
    22   Q.   Is that the same here, the people that eat more than once a
    23        week, which I presume, are the heavy users?
    24        A.  In this definition.
    25
    26   Q.   Once a week?
    27        A.  This is actually a slightly different definition.  On
    28        this sheet this is the international McDonald's definition
    29        of heavy users which is last full week users.
    30
    31   Q.   Last within the last four weeks?
    32        A.  Yes, on AF2, yes.  That is heavy users.
    33
    34   Q.   Last time you said it was within the last week, I believe.
    35
    36   MS. STEEL:   Yes, that is right?
    37        A.  No, I said that the UK working definition of heavy
    38        -- there two different things here.  Fast AF2, or fast
    39        track, is a research study that is done across virtually
    40        all McDonald's market places, and works to--
    41
    42   MR. MORRIS:  AF2?
    43        A.  Yes.
    44
    45   Q.   Sorry?
    46        A.  AF2, a fast track.
    47
    48   MS. STEEL:   You did actually say on the last occasion the
    49        figures under heavy users here relates to the last week
    50        usage? 
    51        A.  I think in that sense I was mistaken then.  There are 
    52        two definitions.  In fact, relevant to your previous 
    53        comment we are actually working with 3 definitions of heavy
    54        users here.  The US has got one, which is the one you made
    55        reference to--
    56
    57   MR. JUSTICE BELL:  Please keep your voice up.  UK definition is
    58        what?
    59        A.  There is a US definition of heavy users which is the
    60        one that you made reference to, the very frequent visitors.

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