Day 257 - 06 Jun 96 - Page 42
1 home and eating more out?
2 A. That is correct, yes.
3
4 MR. MORRIS: Surprisingly enough, I am quite confused. If you
5 go to AF2, page 1 of AF2?
6 A. Yes
7
8 Q. The heavy users on that chart down the end near the bottom
9 of the columns?
10 A. Yes.
11
12 Q. I think we went to this last time and that was one of the
13 things that broke down, we could not quite work it out?
14 A. OK.
15
16 Q. I think we have heard in America that something like the
17 heavy users are something like 77 per cent of the total
18 sales even though they are a small percentage of the actual
19 customer base?
20 A. Yes, that is correct.
21
22 Q. Is that the same here, the people that eat more than once a
23 week, which I presume, are the heavy users?
24 A. In this definition.
25
26 Q. Once a week?
27 A. This is actually a slightly different definition. On
28 this sheet this is the international McDonald's definition
29 of heavy users which is last full week users.
30
31 Q. Last within the last four weeks?
32 A. Yes, on AF2, yes. That is heavy users.
33
34 Q. Last time you said it was within the last week, I believe.
35
36 MS. STEEL: Yes, that is right?
37 A. No, I said that the UK working definition of heavy
38 -- there two different things here. Fast AF2, or fast
39 track, is a research study that is done across virtually
40 all McDonald's market places, and works to--
41
42 MR. MORRIS: AF2?
43 A. Yes.
44
45 Q. Sorry?
46 A. AF2, a fast track.
47
48 MS. STEEL: You did actually say on the last occasion the
49 figures under heavy users here relates to the last week
50 usage?
51 A. I think in that sense I was mistaken then. There are
52 two definitions. In fact, relevant to your previous
53 comment we are actually working with 3 definitions of heavy
54 users here. The US has got one, which is the one you made
55 reference to--
56
57 MR. JUSTICE BELL: Please keep your voice up. UK definition is
58 what?
59 A. There is a US definition of heavy users which is the
60 one that you made reference to, the very frequent visitors.
