Data
Research Data
Data & Downloads
Every figure on this site is drawn from the four CSV files below, matching the schema in the data dictionary. All dollar figures are nominal U.S. dollars; financials and shareholder returns are reported SEC 10-K values, pay ratios are DEF 14A proxy disclosures.
The claims (01_claims.csv)
| Company | Speaker | Quote |
|---|---|---|
| Kraft Heinz KHC | Steve Cahillane CEO | "They're literally running out of money at the end of the month" Said of lower-income U.S. consumers; Cahillane became Kraft Heinz CEO effective 2026-01-01, ahead of the company's planned 2026 split into two firms |
| Kraft Heinz KHC | Steve Cahillane CEO | "We're seeing negative cash flows in the lower-income brackets" Characterizing weakness in lower-income household spending |
| McDonald's MCD | Chris Kempczinski CEO | "heightened anxiety" Described U.S. consumer sentiment; Kempczinski has been MCD CEO since 2019 |
| McDonald's MCD | Ian Borden CFO | "higher gas prices hitting lower-income households especially hard" CFO commentary on cost pressures on low-income diners |
| Whirlpool WHR | Marc Bitzer CEO | "amplified consumer concerns about the cost of living" Attributing heightened cost-of-living worry partly to the Iran war; Bitzer has been WHR CEO since 2017 |
| Whirlpool WHR | Juan Carlos Puente North America Chief | "consumer sentiment collapsing to record lows" Cited as preventing a demand recovery in North America |
| Planet Fitness PLNT | Colleen Keating CEO | "The consumer and economic backdrop have shifted" Keating became Planet Fitness CEO in June 2024 |
Source: Yahoo Finance, 2026-06-05. Speaker/role attributions cross-checked against company releases and proxies; exact quote wording is from the secondary source pending earnings-call transcripts.
Annual financials (02_financials_annual.csv, $M)
| Company | FY | Revenue | Net income |
|---|---|---|---|
| MCD | 2015 | $25,413M | $4,529.3M |
| MCD | 2016 | $24,621.9M | $4,686.5M |
| MCD | 2017 | $22,820.4M | $5,192.3M |
| MCD | 2018 | $21,257.9M | $5,924.3M |
| MCD | 2019 | $21,364.4M | $6,025.4M |
| MCD | 2020 | $19,207.8M | $4,730.5M |
| MCD | 2021 | $23,222.9M | $7,545.2M |
| MCD | 2022 | $23,183M | $6,177M |
| MCD | 2023 | $25,494M | $8,469M |
| MCD | 2024 | $25,920M | $8,223M |
| MCD | 2025 | $26,885M | $8,563M |
| KHC | 2015 | — | — |
| KHC | 2016 | — | $3,596M |
| KHC | 2017 | — | $10,941M |
| KHC | 2018 | — | $-10,192M |
| KHC | 2019 | — | $1,935M |
| KHC | 2020 | — | $356M |
| KHC | 2021 | — | $1,012M |
| KHC | 2022 | — | $2,363M |
| KHC | 2023 | — | $2,855M |
| KHC | 2024 | — | $2,744M |
| KHC | 2025 | — | $-5,846M |
| WHR | 2015 | $20,891M | $783M |
| WHR | 2016 | $20,718M | $888M |
| WHR | 2017 | $21,253M | $350M |
| WHR | 2018 | $21,037M | $-183M |
| WHR | 2019 | $20,419M | $1,168M |
| WHR | 2020 | $19,456M | $1,075M |
| WHR | 2021 | $21,985M | $1,783M |
| WHR | 2022 | $19,724M | $-1,519M |
| WHR | 2023 | $19,455M | $481M |
| WHR | 2024 | $16,607M | $-323M |
| WHR | 2025 | $15,524M | $318M |
| PLNT | 2015 | $330.5M | $18.5M |
| PLNT | 2016 | $378.2M | $21.5M |
| PLNT | 2017 | $429.9M | $33.1M |
| PLNT | 2018 | $572.9M | $88M |
| PLNT | 2019 | $688.8M | $117.7M |
| PLNT | 2020 | $406.6M | $-15M |
| PLNT | 2021 | $587M | $42.8M |
| PLNT | 2022 | $936.8M | $99.4M |
| PLNT | 2023 | $1,071.3M | $138.3M |
| PLNT | 2024 | $1,181.7M | $172M |
| PLNT | 2025 | $1,324.1M | $219.1M |
Source: SEC EDGAR 10-K XBRL (companyfacts), full-year values. Kraft Heinz revenue is blank — not cleanly tagged in the XBRL set; FY2015 KHC is blank (merger formed 2015-07-02, reported on a predecessor basis).
CEO-to-median pay ratio (05_pay_ratio.csv)
| Company | FY | CEO | CEO comp | Ratio |
|---|---|---|---|---|
| MCD | 2017 | Steve Easterbrook | $21,761,052 | 3,101:1 |
| MCD | 2018 | Steve Easterbrook | $15,876,116 | 2,124:1 |
| MCD | 2019 | Steve Easterbrook | $18,012,549 | 1,939:1 |
| MCD | 2020 | Chris Kempczinski | $10,847,032 | 1,189:1 |
| MCD | 2022 | Chris Kempczinski | $17,770,514 | 1,224:1 |
| MCD | 2023 | Chris Kempczinski | $19,155,001 | 1,212:1 |
| MCD | 2024 | Chris Kempczinski | $18,195,263 | 1,014:1 |
| MCD | 2025 | Chris Kempczinski | $20,574,525 | 1,082:1 |
| KHC | 2024 | Carlos Abrams-Rivera | $8,999,384 | 140:1 |
| KHC | 2025 | Carlos Abrams-Rivera | $10,748,810 | 170:1 |
| WHR | 2022 | Marc Bitzer | — | 419:1 |
| WHR | 2023 | Marc Bitzer | $13,504,801 | 437:1 |
| WHR | 2024 | Marc Bitzer | — | 485:1 |
| WHR | 2025 | Marc Bitzer | $12,773,816 | 429:1 |
| PLNT | 2020 | Chris Rondeau | $3,717,285 | 137:1 |
| PLNT | 2021 | Chris Rondeau | $9,272,049 | 313:1 |
| PLNT | 2022 | Chris Rondeau | $5,644,947 | 262:1 |
| PLNT | 2024 | Colleen Keating | $11,461,041 | 575:1 |
| PLNT | 2025 | Colleen Keating | $8,237,348 | 422:1 |
Source: SEC DEF 14A proxy pay-ratio disclosures. median basis = "disclosed" (proxy states the dollar median) or "computed from ratio" (median = CEO comp ÷ ratio). Disclosure required since FY2017; FY2017–2024 backfill is v1.1.
Shareholder returns (07_buybacks_dividends.csv, $M)
| Company | FY | Buybacks | Dividends | Total returned |
|---|---|---|---|---|
| MCD | 2015 | $6,099.2M | $3,230.3M | $9,329.5M |
| MCD | 2016 | $11,171M | $3,058.2M | $14,229.2M |
| MCD | 2017 | $4,685.7M | $3,089.2M | $7,774.9M |
| MCD | 2018 | $5,207.7M | $3,255.9M | $8,463.6M |
| MCD | 2019 | $4,976.2M | $3,581.9M | $8,558.1M |
| MCD | 2020 | $907.8M | $3,752.9M | $4,660.7M |
| MCD | 2021 | $845.5M | $3,918.6M | $4,764.1M |
| MCD | 2022 | $3,896M | $4,168M | $8,064M |
| MCD | 2023 | $3,054M | $4,533M | $7,587M |
| MCD | 2024 | $2,824M | $4,870M | $7,694M |
| MCD | 2025 | $2,056M | $5,115M | $7,171M |
| KHC | 2015 | — | — | — |
| KHC | 2016 | — | $3,584M | $3,584M |
| KHC | 2017 | — | $2,888M | $2,888M |
| KHC | 2018 | — | $3,183M | $3,183M |
| KHC | 2019 | — | $1,953M | $1,953M |
| KHC | 2020 | — | $1,958M | $1,958M |
| KHC | 2021 | $271M | $1,959M | $2,230M |
| KHC | 2022 | $280M | $1,960M | $2,240M |
| KHC | 2023 | $455M | $1,965M | $2,420M |
| KHC | 2024 | $988M | $1,931M | $2,919M |
| KHC | 2025 | $436M | $1,898M | $2,334M |
| WHR | 2015 | $250M | $269M | $519M |
| WHR | 2016 | $525M | $294M | $819M |
| WHR | 2017 | $750M | $312M | $1,062M |
| WHR | 2018 | $1,153M | $306M | $1,459M |
| WHR | 2019 | $148M | $305M | $453M |
| WHR | 2020 | $121M | $311M | $432M |
| WHR | 2021 | $1,041M | $338M | $1,379M |
| WHR | 2022 | $903M | $390M | $1,293M |
| WHR | 2023 | $0M | $384M | $384M |
| WHR | 2024 | $50M | $384M | $434M |
| WHR | 2025 | $0M | $300M | $300M |
| PLNT | 2015 | — | — | — |
| PLNT | 2016 | $1.6M | $169.3M | $170.9M |
| PLNT | 2017 | — | — | — |
| PLNT | 2018 | $342.4M | — | $342.4M |
| PLNT | 2019 | $458.2M | — | $458.2M |
| PLNT | 2020 | $0M | — | $0M |
| PLNT | 2021 | $0M | — | $0M |
| PLNT | 2022 | $94.3M | — | $94.3M |
| PLNT | 2023 | $125M | — | $125M |
| PLNT | 2024 | $300.2M | — | $300.2M |
| PLNT | 2025 | $500.4M | — | $500.4M |
Source: SEC EDGAR 10-K cash-flow statements (companyfacts XBRL). The note column carries shareholders' equity, flagged when negative (McDonald's since 2016, buyback-driven). Blank KHC buybacks 2015–2020 are real (no material repurchases until 2021).
Download the data
v1.1 datasets (market cap, C-suite comp, layoffs, CEO net worth) ship with the next release. The full schema lives in data_dictionary.md, included with each download.
Data dictionary
Data Dictionary
All dollar fields are in nominal U.S. dollars (not inflation-adjusted). Financial figures are reported SEC 10-K values; executive-pay figures are DEF 14A proxy disclosures. Companies are keyed by ticker so additional firms can be appended.
Reported vs estimated (editorial rule, as in the dark-money project): revenue, income, buybacks, dividends, equity, and CEO/median pay are reported filings. Any computed value (e.g. a median derived from a disclosed ratio) or future net-worth estimate is flagged as such in its row and must be visually separated on-page.
01_claims.csv
The cost-of-living warnings. company,ticker,date,speaker,role,quote,context,source,verification.
verification records whether the speaker/role was confirmed against primary sources (CEO
seats changed at all four firms during the period). Quote wording is from the secondary source
(the 2026-06-05 article) pending earnings-call transcripts.
02_financials_annual.csv
company,ticker,fiscal_year,revenue_musd,net_income_musd,operating_income_musd,operating_margin_pct,note,source.
Values in $ millions. From SEC EDGAR 10-K XBRL (companyfacts), full-year durations only,
cross-checked against year-end figures. KHC FY2015 is blank (the Kraft Heinz Company was
formed by merger 2015-07-02; FY2015 was reported on a predecessor/transition basis).
04_ceo_comp.csv *(v1: partial coverage)*
company,ticker,fiscal_year,ceo_name,total_comp_usd,salary_usd,stock_awards_usd,option_awards_usd,other_usd,note,source.
total_comp_usd is the Summary Compensation Table total (drawn from the Pay-versus-Performance
table or the pay-ratio disclosure). Component columns (salary/stock/option/other) are blank in
v1 — full SCT component breakdown and FY2015–2024 backfill are v1.1. Coverage: MCD FY2021–25;
WHR FY2021/2023/2025; KHC + PLNT FY2025.
05_pay_ratio.csv *(v1: FY2025)*
company,ticker,fiscal_year,ceo_name,ceo_total_comp_usd,median_worker_pay_usd,ratio_to_1,median_basis,note,source.
median_basis = disclosed (proxy states the median worker's dollar comp) or
computed from disclosed ratio (median = CEO comp ÷ ratio, where the proxy states only the
ratio). Pay-ratio disclosure has been required since FY2017; FY2017–2024 backfill is v1.1.
07_buybacks_dividends.csv
company,ticker,fiscal_year,buybacks_musd,dividends_musd,total_returned_musd,note,source.
Values in $ millions, from 10-K cash-flow statements. note carries shareholders' equity,
flagged when negative (MCD since 2016 — a buyback-driven figure). Blank buybacks for KHC
2015–2020 are real (no material repurchases until 2021).
03_market_cap_yearend.csv *(v1.1)*
company,ticker,year,market_cap_busd,shares_outstanding,yearend_price_usd,note,source.
Market cap = SEC 10-K cover shares outstanding × Yahoo Finance year-end close. MCD/KHC/WHR
complete FY2015–25; PLNT is price-only — its Up-C dual-class (Class A/B) share count is
not cleanly tagged, so market cap is pending.
06_csuite_comp.csv *(v1.1, partial)*
company,ticker,fiscal_year,neo_total_comp_usd,n_neos,note,source. All-named-executive-officer
total comp. MCD FY2021–25 computed as PEO + (average non-PEO NEO comp × NEO count) from the
Pay-versus-Performance table. KHC/WHR/PLNT deferred (CEO-transition PvP tables not yet parsed).
08_layoffs.csv *(v1.1)*
company,ticker,date,announced_count,segment_or_location,note,source. Announced layoffs/closures
from WARN notices + press (flagged as announced figures). PLNT row notes no major announcement
found (franchise-operated model).
09_ceo_networth.csv *(v1.1 — ESTIMATES/UNAVAILABLE)*
ceo_name,company,ticker,est_networth_musd,as_of_date,method,source. These are non-founder
professional CEOs with no reliably-tracked total net worth — the dollar field is intentionally
blank. The defensible figure is disclosed beneficial ownership × price (a floor, company
equity only), deferred to a focused proxy extraction. Must be visually separated from reported
figures and carry this caveat on-page. Do not publish a net-worth number that isn't sourced.
Remaining gaps (potential v1.2)
KHC FY2017–19 + WHR pre-2022 pay ratio; SCT component columns (salary/stock/option) for 04; KHC/WHR/PLNT C-suite totals; PLNT market cap; CEO equity-stake values for 09. These need per-proxy manual reads (heterogeneous formats + CEO transitions defeat bulk extraction).