Day 257 - 06 Jun 96 - Page 41


     
     1   Q.   Right.
     2        A.  I suspect it has not changed very much.
     3
     4   Q.   All those things were taken into consideration when you
     5        worked out this figure of 2.5 or 2.7?
     6        A.  I did not work the figure out, it was an average taken
     7        from two independent research sources of the number of
     8        visits times claimed number of people per visit.
     9
    10   Q.   Overall, these charts indicate that the burgerhouse sector
    11        share of the market, I think you said on a previous
    12        occasion, has not increased, or is not really increasing,
    13        or not over the time period shown on the charts.
    14        A.  It is staying fairly static.  As you can see from chart
    15        5 on AF1 it is staying fairly static, and actually has
    16        remained so broadly until the present day.  It has
    17        increased maybe slightly over the last couple of years but
    18        generally it has stayed fairly close to that.
    19
    20   Q.   Right.  In the burgerhouse section, which is page 7 of the
    21        document, there is 'other and McDonald's'.  What I cannot
    22        remember what you said the other includes.  Is that just
    23        the major burger chains, or is that what?
    24        A.  It includes Burger King, Wimpy, as the main brand
    25        chains, plus other less famous brands and just one-off
    26        shops and hamburger restaurants on the High Street.
    27
    28   Q.   So all burgers, anywhere that sells burgers?
    29        A.  Yes, primarily anywhere that sells burgers.
    30
    31   Q.   Right.  Do you know what percentage of the market the
    32        independent burger outlets account for?
    33        A.  It would fall into that other segment.
    34
    35   Q.   You do not know how much it is?
    36        A.  I can make an estimate based on my current knowledge
    37        which I would guess would be maybe 2 or 3 per cent each
    38        points of the burgerhouse market.
    39
    40   Q.   So the rest of it would be Burger King, Wimpy and the big
    41        chains?
    42        A.  That is right.
    43
    44   Q.   Right.  We have heard quite a bit throughout this trial
    45        about McDonald's expansion.  Are Burger King and Wimpy also
    46        expanding?
    47        A.  Yes, they are.
    48
    49   Q.   They are?
    50        A.  Yes. 
    51 
    52   Q.   Right? 
    53        A.  In fact, the entire eating out market is in expansion.
    54        Over the past five years the sector shares or brand shares
    55        within the market place have not fluctuated significantly,
    56        but the eating out market itself has grown about five
    57        percentage points year on year over about the last five
    58        years for every year.
    59
    60   Q.   Right.  So more and more people are eating less meals at

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