Day 257 - 06 Jun 96 - Page 48


     
     1        somewhere between 19 and 30 is a fairly accurate analysis
     2        of the bench mark we use for frequency, yes.
     3
     4   Q.   Right.
     5
     6   MS. STEEL:   It is just really about the figures at the bottom
     7        because the witness did say on about five or 6 occasions
     8        the last time that they were related to weekly, and on one
     9        particular place he said that--
    10
    11   MR. JUSTICE BELL:  Do not tell me about that now, ask the
    12        witness.
    13
    14   MS. STEEL:  In the last column in 1994, quarter one, you
    15        actually said that 67 per cent of visits to fast food
    16        outlets were made by people who visited at least once a
    17        week.  I mean, that would seem to make more sense than
    18        -- well, bearing in mind that you did say about five or 6
    19        times on the last occasion you were here that these
    20        definitions were about people's usage in a week?
    21        A.  I mean, certainly, our definition, as I have just said,
    22        of heavy users within the UK is a weekly usage, and given
    23        that we have just agreed that the 80.20 rule applies that
    24        does not apply in the face of that, that, you know, yes,
    25        certainly it is a significant proportion, maybe up to 70
    26        per cent of our business may be slightly higher comes from
    27        our heaviest users, and that would certainly be my analysis
    28        of our business.  Those heavy users would tend to be the 16
    29        to 24 younger adults who are our most frequent users.
    30
    31   Q.   Who are eating there once a week?
    32        A.  Weekly would be the definitions.
    33
    34   Q.   Or more though?
    35        A.  Yes, but mainly weekly.  There does not, as you see
    36        from the previous breakdowns, appear to be a whole lot of
    37        people visiting more than once a week.  But, of course,
    38        once you start multiplying that by visits, because maybe it
    39        is 2 or 3 times a week, their contribution to the business
    40        gets bigger.
    41
    42   MR. JUSTICE BELL: In any event, all these figures in AF1 and AF2
    43        that comes from the fast track research and the Taylor
    44        Nelson research I am only to treat with a very broad brush
    45        approach am I?
    46        A.  Yes, yes.  The essence of collecting information of
    47        this type is assessing its effectiveness and usefulness
    48        versus its cost efficiency as well, and in a business where
    49        we have a lot of experience of operating in market places
    50        and the business where there is a lot of management 
    51        experience all round as well, it would not be cost 
    52        effective for us to collect this data in a much more 
    53        defined form.
    54
    55   Q.   Because you are getting a lot of feed back from your own
    56        restaurants anyway?
    57        A.  Exactly, yes.
    58
    59   MS. STEEL:   The data that you collect about heavy usage and so
    60        on, we heard from Mr Green from the USA that the Company in

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