Day 258 - 07 Jun 96 - Page 28


     
     1        like 49.6 per cent of the eating out market whereas these
     2        figures in AF1 give 5.6 per cent?
     3        A.  The difference between AF1 and AF3 is that--
     4
     5   MR. JUSTICE BELL:  AF1 is the market?
     6        A.  Yes.
     7
     8   Q.   The number of times people come through and document one is
     9        the proportion of people in the population who eat out; is
    10        that the difference?
    11        A.  That is correct.
    12
    13   Q.   Let me make a note.
    14        A.  And, to clarify further, AF3 is in fact equivalent to
    15        our market penetration, usage of McDonald's, and the 50 per
    16        cent figure, 40/50 per cent figure, is almost directly
    17        equivalent to the market penetration figure that we picked
    18        up regularly from the AF2 fast track documents.  So it
    19        compares directly to that.  AF1 is a different measure to
    20        the previous point in that--
    21
    22   MR. RAMPTON:  I am grateful to you, Mr Fairgrieve, because I was
    23        in danger of getting myself into some kind of a brainstorm
    24        about it.  What we must not confuse is market penetration
    25        with market shares?
    26        A.  That is correct.
    27
    28   Q.   Just one final question while you have got AF1 out.  Can
    29        you turn back to page 3, which you were unable yesterday to
    30        remember what it actually reflected.  I am not able to help
    31        you, even if I knew the answer I could not suggest it to
    32        you; do you happen to remember what it says, what it tells
    33        us?
    34        A.  No, I failed to contact the relevant person yesterday
    35        evening, I am afraid.
    36
    37   Q.   You should not perhaps have done anyway.  That is no bad
    38        thing.  Can I tell you this, however?  If these were weekly
    39        frequency figures, if I can put it like that, and if you
    40        take it from me the average frequency, let us say taking
    41        the two blue columns, male and female weekly frequency
    42        would be about 1.2 visits per week, and if you multiply
    43        that by 52, you get 62 visits a year on average?
    44        A.  Yes.
    45
    46   Q.   Then, if you multiply that by a figure of 21.7 million
    47        people who visit McDonald's once or more during the course
    48        of the year, you find you are getting something over 1.3
    49        billion visits per year.  Does that sound credible?
    50        A.  That is not credible. 
    51 
    52   MR. RAMPTON:  Thank you, Mr. Fairgrieve. 
    53
    54   MR. JUSTICE BELL:  It would make everyone the average person in
    55        the age 16 to 24 bracket would qualify as a heavy user?
    56        A.  Yes, that is correct.
    57
    58   MR. JUSTICE BELL:  Indeed, the same would apply in the 65 plus.
    59
    60   MR. RAMPTON:  Yes, it would.

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