Day 257 - 06 Jun 96 - Page 51
1 A. Yes.
2
3 Q. The heaviest users are the people who are purchasing,
4 although they are the minority of the customers, they are
5 the majority of the actual purchases?
6 A. Yes.
7
8 Q. So, the average customer would fall -- in terms of the
9 person walking in the door, it is more likely to be the
10 person who is technically defined as a heavy user?
11 A. That is correct, yes.
12
13 Q. So, for example, when we say the average across the spectre
14 of all customers of visits per year is 19 to 30 times a
15 year, in terms of the person actually walking in the door
16 and doing some kind of count survey how many times he
17 visited this year, it is more likely to be 60 or 70 or 80
18 times, or whatever?
19 A. If you were to recruit a heavy user at the door of
20 McDonald's, it is likely that their average frequency of
21 usage -- it is likely they would be male 16 to 24, visit
22 round about 30 times a year, or something like that 2.39
23 figure in the last four weeks that we saw previously.
24
25 Q. But it has to be more than once a week, has it not, because
26 the people who eat more than once a week are responsible
27 for -----
28
29 MR. JUSTICE BELL: No, it just depends which way you approach
30 it.
31
32 THE WITNESS: We have to work in averages.
33
34 MR. MORRIS: Thank you, Mr. Rampton, I am absolutely clear what
35 I am talking about. (To the witness): If the people who
36 eat more than once a week at McDonald's, let us take, for
37 example, the US -- we know exactly the figures; it is in
38 the Operations Manual on whatever page it was I read out
39 before, 636 -- 27 per cent of their customers, heavy users,
40 generate 77 per cent of all visits. So, that means for
41 every four people walking through the door three of them
42 are heavy users, i.e. once a week or greater, because they
43 are 77 per cent of all visits?
44 A. I suppose that is correct, yes.
45
46 MR. JUSTICE BELL: Then if you go back the next day or in a
47 week's time it will be the same people who are making up
48 the three-quarters, and the one who is making up the
49 quarter will be someone completely different to the one who
50 was making up the quarter the week before?
51 A. That is correct, and that is why we work on averages,
52 yes.
53
54 MR. MORRIS: Right.
55
56 MS. STEEL: I wanted to ask again about the figures -- I do not
57 know whether your pages are numbered but if you looked at,
58 for example, page 6 -- have you got numbers on them?
59 A. This is the -----
60
