Day 258 - 07 Jun 96 - Page 13
1 position in 1990, '91, may be based on a previous year's
2 survey, or something, was that the average number of visits
3 by heavy users was something like 135 for lunch and dinner
4 ordering?
5 A. Sure.
6
7 Q. You would accept that?
8 A. According to this, yes.
9
10 Q. Yes. Obviously, some would visit with less frequency and
11 some would visit more, but the average for a heavy user was
12 13 a times per year, nearly three times a week?
13 A. Yes, that is correct.
14
15 Q. Right. The heavy use in the States, as we saw, was 27 per
16 cent of their customers, in America that is 27 per cent.
17 Of that, would that be 27 per cent of the 30 million people
18 a day that are visiting stores or 27 per cent of the
19 overall customer base, which is the criteria you were using
20 when you were looking at the figures, which was something
21 like, I think, 38 per cent of the population or something
22 here?
23 A. Yes, I mean, I have no idea. I have no expertise on
24 where US numbers are derived from, but they would be
25 talking about customer visits rather than customers. Even
26 though the text says 'customers', I think what they mean is
27 'customer visits'. So.
28
29 Q. It is 77 per cent of all customer visits, but 27 per cent
30 of our customers?
31 A. Sorry?
32
33 Q. Is that--
34
35 MR. JUSTICE BELL: I will assume, unless someone points out it
36 is quite wrong, these figures for the 1990 to 1991 manual
37 must have been taken from figures obtained for a specific
38 year, not necessarily to the 1st December year, quite
39 possibly around the time of the publication of the leaflet
40 complained of, and in the specimen period they found out
41 that 27 per cent of people who went to a McDonald's
42 qualified in that year, qualified as users, and generated
43 about 77 per cent of all the visits in that year, because
44 they are all annual. Maybe they are for a short period
45 than annualised are, but that is what McDonald's themselves
46 are saying?
47
48 MR. MORRIS: Yes. So, if your customer base over a year in this
49 country is something like 38 per cent, I think -- do you
50 remember when we were looking at those figures in AF3, the
51 second page, you worked out that something like your
52 customer base was 21 million?
53 A. Yes.
54
55 Q. Out of a population of 56 million and I think, unless I am
56 sadly mistaken, that something like 38 per cent of the
57 population was indeed your customer base in that year?
58 A. Yes.
59
60 Q. In America would you expect that to be higher, is
