Day 032 - 06 Oct 94 - Page 71
1 you, Dr. Lobstein, my very last topic -- a yellow file
2 from the shelf behind you, I think it is 5 and it is
3 entitled "Nutrition"?
4 A. Yes.
5
6 Q. Could you turn to tab 3, which is a statement of a
7 gentleman called Alistair Fairgrieve who has already given
8 some of his evidence, who is the marketing services
9 manager of McDonald's. Is that what it says?
10 A. Yes.
11
12 Q. If you turn on past his signature on page 6 of his
13 statement, you come to a chart, or series of charts, with
14 a page in front headed "Appendix AF1". Perhaps you will
15 take it from me that what follows in these coloured charts
16 is based on an annual survey of 60,000 people conducted as
17 a co-operative exercise by McDonald's and some of its
18 competitors. That is the evidence so far of
19 Mr. Fairgrieve.
20
21 I would like you to turn, please, to page 5. These charts
22 are, in one sense, entirely comprehensible even to
23 untrained people like myself. You see there, first of
24 all, a chart showing what the market shares are of the
25 eating out of home market. We see that fish and chips is
26 still heavily outscoring burger houses; that burger houses
27 are still being outscored by Chinese. That is in the
28 columns for both those periods of time, in 1992 and 1993.
29
30 If you turn over the page, Dr. Lobstein, you find out what
31 happens in the quick service restaurant sector, what
32 perhaps you might call fastfood; again, the proportions of
33 these, not obviously absolutes, are roughly similar, as
34 you would expect; fish and chips have 32 and 33 per cent
35 of the market; Chinese have 24 and 25 per cent and burger
36 houses have 16 per cent. Those figures are, are they not,
37 unsurprisingly, perhaps you may think, I do not know,
38 similar to what we saw for the early 1980s in relation to
39 take-away; the only one that appears to have suffered is
40 fish and chips.
41 A. It is very difficult to judge because take-away alone
42 does not include the full spectrum. I would not want to
43 compare unlike with unlike.
44
45 Q. Of course, I understand that, but the burger house's share
46 of take-away was no smaller in the early 1980s than its
47 share of fastfood generally in 1992/93, was it?
48 A. I do not know because unless you had equivalent survey
49 results for the early 1980s, it would be very difficult to
50 judge.
51
52 Q. Then over the page, please, to page 7 where you see that
53 of that 15, 16 per cent of the fastfood market which
54 burger houses enjoy, McDonald's enjoyed what one might
55 call an average, let us call it, may we, roughly 30 per
56 cent?
57 A. McDonald's, I see, is the red one; is that correct?
58
59 Q. I am sorry. I beg your pardon.
60 A. 60 to 70 per cent.
