The company relies primarily on favorable word-of-mouth publicity rather than traditional marketing activities. Most of the marketing budget is spent on in-store merchandising-related activities, including promotional signage and events such as classes, tours, cooking demonstrations, product samplings and other seasonal events, as well as in-store signage, a weekly electronic newsletter and the website.

20152014201320122011
Net advertising spending (MM)$8.0$5.8$4.3$3.8$2.7
Net advertising spending growth38.7%35.8%11.4%44.3%52.7%
Net advertising spending % of total revenues0.4%0.3%0.3%0.3%0.2%