Day 258 - 07 Jun 96 - Page 28
1 like 49.6 per cent of the eating out market whereas these
2 figures in AF1 give 5.6 per cent?
3 A. The difference between AF1 and AF3 is that--
4
5 MR. JUSTICE BELL: AF1 is the market?
6 A. Yes.
7
8 Q. The number of times people come through and document one is
9 the proportion of people in the population who eat out; is
10 that the difference?
11 A. That is correct.
12
13 Q. Let me make a note.
14 A. And, to clarify further, AF3 is in fact equivalent to
15 our market penetration, usage of McDonald's, and the 50 per
16 cent figure, 40/50 per cent figure, is almost directly
17 equivalent to the market penetration figure that we picked
18 up regularly from the AF2 fast track documents. So it
19 compares directly to that. AF1 is a different measure to
20 the previous point in that--
21
22 MR. RAMPTON: I am grateful to you, Mr Fairgrieve, because I was
23 in danger of getting myself into some kind of a brainstorm
24 about it. What we must not confuse is market penetration
25 with market shares?
26 A. That is correct.
27
28 Q. Just one final question while you have got AF1 out. Can
29 you turn back to page 3, which you were unable yesterday to
30 remember what it actually reflected. I am not able to help
31 you, even if I knew the answer I could not suggest it to
32 you; do you happen to remember what it says, what it tells
33 us?
34 A. No, I failed to contact the relevant person yesterday
35 evening, I am afraid.
36
37 Q. You should not perhaps have done anyway. That is no bad
38 thing. Can I tell you this, however? If these were weekly
39 frequency figures, if I can put it like that, and if you
40 take it from me the average frequency, let us say taking
41 the two blue columns, male and female weekly frequency
42 would be about 1.2 visits per week, and if you multiply
43 that by 52, you get 62 visits a year on average?
44 A. Yes.
45
46 Q. Then, if you multiply that by a figure of 21.7 million
47 people who visit McDonald's once or more during the course
48 of the year, you find you are getting something over 1.3
49 billion visits per year. Does that sound credible?
50 A. That is not credible.
51
52 MR. RAMPTON: Thank you, Mr. Fairgrieve.
53
54 MR. JUSTICE BELL: It would make everyone the average person in
55 the age 16 to 24 bracket would qualify as a heavy user?
56 A. Yes, that is correct.
57
58 MR. JUSTICE BELL: Indeed, the same would apply in the 65 plus.
59
60 MR. RAMPTON: Yes, it would.
