Day 045 - 03 Nov 94 - Page 59
1 two out of five customers purchased a large sandwich.
2 While this represents some gain over both 1987 and 1988,
3 penetration is still lower than 1986". 1988 has got about
4 38 per cent; is that right?
5 A. It looks like -- in proportion it looks like that, yes.
6
7 Q. Are those sandwiches listed there, the Quarter Pounders,
8 McDLT, Big Mac, Double and McChicken, all of the large
9 sandwiches that McDonald's does or are there some other
10 ones?
11 A. The McLean Deluxe, I believe, was introduced just at
12 the end of this study.
13
14 Q. Yes, that has two per cent. But are they only ones you
15 come across?
16 A. That, essentially, would be all the large sandwiches,
17 yes.
18
19 Q. Going on to page 224, purchase of large sandwiches, the
20 very last, the bottom chart and the bottom section of that
21 chart has "heavy", I presume, heavy users; it must be heavy
22 users?
23 A. Yes.
24
25 Q. It has 38 per cent, so does that mean that 38 per cent of
26 heavy users purchase large sandwiches or am I reading
27 that ----
28 A. It may be that 38 per cent of the purchasers of large
29 sandwiches are heavy users but may be the other way around
30 too. I have to read this. I think of those -- again, of
31 those who are heavy users, 38 per cent say they purchased a
32 large sandwich because it looks like of those who are
33 eat-in the number was 40 per cent and so forth. So, the
34 universe is on the left-hand side, or the vertical column,
35 and the percentage is the bar.
36
37 Q. Right.
38
39 MR. JUSTICE BELL: Just pause a moment. As a matter of
40 interest, is "filet" a general North American pronunciation
41 or just your menu items? We talk about "fillet" in this
42 country.
43 A. It is pronounced filet at least around my country, so
44 it is filet-o-fish.
45
46 Q. At the time when English-speaking people first went to
47 settle in America, they obviously pronounced it the French
48 way, thus it has stayed although we have changed over
49 here.
50 A. There have probably been a few changes over the
51 years, although I have rather enjoyed the last few days
52 listening to it in a different way.
53
54 MS. STEEL: "Small Sandwiches", the following page: "Two out
55 of five customers purchase a small sandwich". Are those
56 definitions there, they are all the small sandwiches that
57 you do, the fish filet, the cheeseburger and the hamburger?
58 A. Yes, I believe so.
59
60 Q. Happy Meals, on page 229: "Slightly under one out of 10
