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.

20172016201520142013
Net advertising spending (MM)$113.0$96.0$89.0$63.0$56.0
Net advertising spending growth17.7%7.9%41.3%12.5%9.2%
Net advertising spending % of total revenues0.7%0.6%0.6%0.4%0.4%