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
