Who is in the sample? Reading the basis of a figure

A performance figure only means something alongside who it describes.

Questions behind every figure

• Which units? Franchised, company-owned, or both.
• How many? For example, 212 of 240 units.
• Which period? A calendar year, a fiscal year, or a trailing twelve months.
• Who was left out? Units open less than a full year, closed units, or units in a certain format are often excluded.

Exclusions shape results

Leaving out new or closed units can make a figure look stronger than the whole system's experience. Exclusions are normal and usually disclosed. They just need to be read.

How we show it

On a brand report, select any figure to open its source panel. It lists the group counted, the period, and the exclusions, in plain words, next to the original citation.