Day 032 - 06 Oct 94 - Page 71


     
     1        you, Dr. Lobstein, my very last topic -- a yellow file
     2        from the shelf behind you, I think it is 5 and it is
     3        entitled "Nutrition"?
     4        A.  Yes.
     5
     6   Q.   Could you turn to tab 3, which is a statement of a
     7        gentleman called Alistair Fairgrieve who has already given
     8        some of his evidence, who is the marketing services
     9        manager of McDonald's.  Is that what it says?
    10        A.  Yes.
    11
    12   Q.   If you turn on past his signature on page 6 of his
    13        statement, you come to a chart, or series of charts, with
    14        a page in front headed "Appendix AF1".  Perhaps you will
    15        take it from me that what follows in these coloured charts
    16        is based on an annual survey of 60,000 people conducted as
    17        a co-operative exercise by McDonald's and some of its
    18        competitors.  That is the evidence so far of
    19        Mr. Fairgrieve.
    20
    21        I would like you to turn, please, to page 5.  These charts
    22        are, in one sense, entirely comprehensible even to
    23        untrained people like myself.  You see there, first of
    24        all, a chart showing what the market shares are of the
    25        eating out of home market.  We see that fish and chips is
    26        still heavily outscoring burger houses; that burger houses
    27        are still being outscored by Chinese.  That is in the
    28        columns for both those periods of time, in 1992 and 1993.
    29
    30        If you turn over the page, Dr. Lobstein, you find out what
    31        happens in the quick service restaurant sector, what
    32        perhaps you might call fastfood; again, the proportions of
    33        these, not obviously absolutes, are roughly similar, as
    34        you would expect; fish and chips have 32 and 33 per cent
    35        of the market; Chinese have 24 and 25 per cent and burger
    36        houses have 16 per cent.  Those figures are, are they not,
    37        unsurprisingly, perhaps you may think, I do not know,
    38        similar to what we saw for the early 1980s in relation to
    39        take-away; the only one that appears to have suffered is
    40        fish and chips.
    41        A.  It is very difficult to judge because take-away alone
    42        does not include the full spectrum.  I would not want to
    43        compare unlike with unlike.
    44
    45   Q.   Of course, I understand that, but the burger house's share
    46        of take-away was no smaller in the early 1980s than its
    47        share of fastfood generally in 1992/93, was it?
    48        A.  I do not know because unless you had equivalent survey
    49        results for the early 1980s, it would be very difficult to
    50        judge. 
    51 
    52   Q.   Then over the page, please, to page 7 where you see that 
    53        of that 15, 16 per cent of the fastfood market which
    54        burger houses enjoy, McDonald's enjoyed what one might
    55        call an average, let us call it, may we, roughly 30 per
    56        cent?
    57        A.  McDonald's, I see, is the red one; is that correct?
    58
    59   Q.   I am sorry.  I beg your pardon.
    60        A.  60 to 70 per cent.

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