Day 257 - 06 Jun 96 - Page 28


     
     1
     2   Q.   From that, rightly or wrongly, I assumed that all the
     3        60,000 were eating out, or are you saying you just took the
     4        first 2,200 who had eaten out in this quarter?
     5        A.  Yes, by immediate clarification that is the case, yes,
     6        because the question--
     7
     8   Q.   So, not all the 15,000 would have eaten out but you went
     9        through until you clocked up, you say 2,100 it is nearer
    10        2,200?
    11        A.  It is, yes.
    12
    13   Q.   Because it is 8,763 over the whole year, until you clocked
    14        up nearly 2,200 in that quarter who had actually eaten out?
    15        A.  Yes, that is correct, because the question we were
    16        answering was, indeed, individuals rather than--
    17
    18   Q.   If, as you went through, if number 83, as you read through
    19        the first quarter so you did not eat out, it would be
    20        sidelined?
    21        A.  That is correct.
    22
    23   Q.   For the purposes of number of people eating at McDonald's
    24        et cetera?
    25        A.  That is correct, yes.
    26
    27   MS. STEEL:   Did you keep a tally of how many people that
    28        related to?
    29        A.  No, because the analysis did not ask that question.
    30        The analysis asked the question, individuals eating out.
    31        I think what is clear between--
    32
    33   Q.   I just do not understand where the eating out universe
    34        comes from.  So, that is not for McDonald's but for the
    35        whole of the UK.
    36
    37   MR. JUSTICE BELL: Well, are we back on AF1?
    38
    39   MS. STEEL:   I am looking at AF3, page 2, but I cannot see
    40        anything in AF1 that relates to who is eating out and who
    41        is not.
    42        A.  Can I try and clarify?  The problem that we have is
    43        that AF3 relates to individuals, AF1 relates to meal
    44        occasions, and percentages of meal occasions within the
    45        sector, and that is the kind of key difference.  AF3
    46        answers a completely different question to AF1.
    47
    48   MR. RAMPTON:  If Ms. Steel wants to know where the figure of
    49        43,815,000 comes from, it is 8,763 multiplied by 5,000.
    50 
    51   MR. JUSTICE BELL: Yes. 
    52 
    53   THE WITNESS:  By means of clarification, the relatively low
    54        frequency, for McDonald's at least, and even the eating out
    55        sector by the nearly every day several times per week,
    56        correlates directly in my mind with the relatively low
    57        percentages claimed in AF1 for most sectors.  And that is
    58        the key point.  The key point is that the difference
    59        between individuals and frequency is what makes these 2
    60        things relate together rather than contradict each other.

Prev Next Index