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

Prev Next Index