Marketing efforts include public relations, affiliations with local and national sports teams and athletes, social media, a loyalty program, and joint promotional and marketing campaigns with other brands.

20172016201520142013
Total advertising spending (MM)$12.5$12.9$16.0$15.8$15.2
Total advertising spending growth-3.1%-19.4%1.3%3.9%31.0%
Franchisee advertising contribution (MM)$10.8$10.6$7.5$5.8$4.8
Franchisee advertising contribution growth1.9%41.3%29.3%20.8%54.8%
Net advertising spending (MM)$1.7$2.3$8.5$10.0$10.4
Net advertising spending growth-26.1%-72.9%-15.0%-3.8%22.4%
Net advertising spending % of total revenues2.4%2.9%5.3%4.6%4.5%