The importance of using consistent standards for analysis continues to play out in the ongoing legal battle between BK and its franchisees. In the latest volleys, both sides claim that the numbers support their version of the truth. The differences in their scientific approaches: the length of the control period and the use of seasonal adjustments. As a result, the analysis that should have settled the issue only served to exacerbate the situation. BK’s recent announcement to raise the price of the 1/4 pound double cheeseburger by 20-30% while offering new BK Dollar Double may help to placate franchisees, but without a unified perspective on analysis, the next battle over strategy may be just around the corner.