Day 045 - 03 Nov 94 - Page 43

     2   MR. MORRIS:  (To the witness)  So do your super heavy users eat
     3        at McDonald's three to five times a week and constitute an
     4        overwhelming 77 per cent of sales or 75 per cent of sales?
     5        A.  I am not sure of the three to five times, but I believe
     6        it is in that general area.  A super heavy user of
     7        McDonald's is someone, as I said, who eats at McDonald's 10
     8        times or more a month, and the average is right around
     9        that, three or four times a week.
    11   Q.   The SHU is a specific category that McDonald's has defined;
    12        an SHU category is defined?
    13        A.  Yes.  As I think I mentioned yesterday, it is a
    14        specific target, yes.  These are people who currently-----
    16   MR. JUSTICE BELL:  The company is quite content that you should
    17        seek to persuade people who may, for instance, already eat
    18        three or four times at McDonald's to eat more often still?
    19        A.  Yes, but in the general category, these are people who
    20        eat out a great deal, and that is the category that we
    21        would like to get a bigger share of their eating-out
    22        experiences at McDonald's.  The average amount they eat a
    23        week is certainly part of that, but the majority is not
    24        necessarily to increase someone who already comes to
    25        McDonald's, but to take visits away from somebody else
    26        during that time period.  So, for example, if I ate out
    27        five times a week at a quick service restaurant, we would
    28        like to have the majority of those visits, if not all of
    29        those visits.
    31   MR. MORRIS:  Just to clarify on that point, the people defined
    32        in that, that we have just spoken about, are the super
    33        heavy users -- say, three to five times a week, whatever --
    34        and they would be eating out at other fast-food places that
    35        would be your direct competitors, as well?
    36        A.  That is correct.
    38   Q.   Right.  For that reason, you would hope to have them
    39        increase their percentage at McDonald's?
    40        A.  Yes.  In the main, what we have found is that a person
    41        has particular habits of eating, and they will distribute,
    42        let us say, five or six visits over a period of time to a
    43        number of quick service restaurants.  So the idea is that
    44        any visit that is going to someone else is the best target
    45        for us to have them come to us, instead of going to someone
    46        else.
    48   Q.   I think you said before that 18 to 34 year-olds are the
    49        grouping that most use fast-food as a whole?
    50        A.  Yes, that is probably--- 
    52   Q.   That kind of diet. 
    53        A.   ----one of the bigger users of quick service
    54        restaurants as a whole, yes.
    56   MR. JUSTICE BELL:  Can we put that away?
    58   MR. MORRIS:  That particular document, yes.
    60   MR. JUSTICE BELL:  You are going back, are you, to pink VIA,

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