Day 257 - 06 Jun 96 - Page 65


     
     1
     2   Q.   Moving on from that.  Then we have two pages further on,
     3        "Eating out in fast-food restaurants".  What is this
     4        page?  Is this like a summary of the whole thing?
     5        A.  Yes, it is a summary page within a presentation.
     6
     7   Q.   Right.
     8        A.  It is looking at the document.  It is a kind of link
     9        page into some data to do with kids and families, by the
    10        look of it; yes.  So, it is a kind of pre-summary of what
    11        is coming, I think, within the document.
    12
    13   Q.   Right.  So, "McDonald's is the fast-food restaurant for
    14        kids.  Do not worry about their behaviour; go to McDonald's
    15        if pestered.  Go there for a treat.  Go for a kid's special
    16        occasion".  That would summarise the whole kids'
    17        experience?
    18        A.  That will summarise the parents' perception of -- the
    19        parents' motivation, yes, the parents' motivation and
    20        perception of McDonald's being the fast-food restaurant for
    21        kids.
    22
    23   Q.   The third bullet point down, "Food is often secondary to
    24        functional attributes, service and cleanliness".  So that
    25        is something that the service and cleanliness outweighs the
    26        food attributes?
    27        A.  Yes, particularly where kids are involved as well,
    28        cleanliness being the key.
    29
    30   Q.   Right.  If we go on the next page, "Prompted statements
    31        about eating out at restaurants".  Presumably, everyone is
    32        asked to tick those ones they agree with, and compared to
    33        other eating out chains, Burger King, Pizza Hut and
    34        Kentucky Fried Chicken, and if we note that this is the bit
    35        which you referred to before about McDonald's, under "when
    36        the kids pester me to go", 55 per cent tick that as
    37        something that rang true to them?
    38        A.  Yes.
    39
    40   Q.   That was far greater than the other chains?
    41        A.  And within that line you can see why being a family
    42        restaurant is an important competitive advantage for us.
    43
    44   Q.   In the next page -- I am not quite sure the difference in
    45        this one -- this is the one you referred to earlier on
    46        about, if you look at the children section about kids
    47        pestering, somewhere to go, it is more the less committed
    48        users who believe that is what is happening, that is what
    49        is taking them to McDonald's, rather than the committed
    50        users, the heavy users, or the people that do not use it 
    51        hardly at all? 
    52        A.  Yes, and that relates entirely to customer profile and 
    53        our heavy users tend to be young males, whereas our lighter
    54        users, medium, tend to be families.
    55
    56   Q.   The medium and light users were scoring 51 and 50 per cent
    57        on that score?
    58        A.  Sure.
    59
    60   Q.   OK.  Then if we go on two pages, on the next page "Service

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