The company spends much less on advertising than most other supermarkets, instead relying heavily on word-of-mouth. The marketing budget is allocated towards in-store marketing programs, local and nonprofit partnerships, social media, e-newsletters and online.

20162015201420132012
Net advertising spending (MM)$96.0$89.0$63.0$56.0$51.3
Net advertising spending growth7.9%41.3%12.5%9.2%18.8%
Net advertising spending % of total revenues0.6%0.6%0.4%0.4%0.4%