Day 257 - 06 Jun 96 - Page 56
1 A. Yes.
2
3 Q. The weekend thing underneath, people who buy cheeseburgers
4 are more likely to buy them at the weekend?
5 A. Yes, but people who buy cheeseburgers are more likely
6 to visit at the weekend; only marginally, but yes.
7
8 Q. That is not people who are -- it is not like a sub-category
9 of average spenders?
10 A. No, no.
11
12 Q. They are two totally unconnected things?
13 A. Again, you might remember the purpose of producing this
14 document was to give us a broad profile of users of our
15 particular products. So, from this particular sheet, my
16 out-take as a marketing manager would be that cheeseburgers
17 are a fairly significant part of the overall business
18 because it is 33 per cent of the main sample. There is no
19 significant -- nothing to write home about in terms of
20 their average spend. It is just typical of the total
21 customer base.
22
23 They are more likely to visit at the weekend. They are
24 more likely to visit with children. They are of average
25 profile, so they are likely in this case to be 25 to 35,
26 people with kids. They are more likely to look at
27 McDonald's as a family special treat kind of trip than,
28 maybe, a Big Mac purchaser. That is my interpretation of
29 that sheet.
30
31 Q. OK. Say, for example, on page 10, where it has dinner 21
32 per cent against the normal of 14 per cent?
33 A. Yes.
34
35 Q. That is in terms of what the average thing that people come
36 in for, whether it is dinner, breakfast, tea or a snack, or
37 whatever?
38 A. It is, yes. It is referring to the day part there.
39 So, my interpretation of that would be between five and
40 seven in the evening. So these people who are buying
41 quarterpounders are almost twice as likely as the norm to
42 visit in the evening, either weekday or evening. So, yes.
43
44 Q. Right.
45 A. And less likely so for the weekday.
46
47 MS. STEEL: I do not think there are actually any more questions
48 on this document.
49
50 MR. JUSTICE BELL: Do you have any questions about it while we
51 are in that document?
52
53 MR. MORRIS: Not about that document, no. The overall picture
54 is in a later document, but we want to do it one at a time,
55 otherwise we are going to get very confused. If I can say,
56 there may be gaps but we are actually moving on faster than
57 we would be.
58
59 MR. JUSTICE BELL: Very well.
60
