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.

20162015201420132012
Total advertising spending (MM)$12.9$16.0$15.8$15.2$11.6
Total advertising spending growth-19.4%1.3%3.9%31.0%14.9%
Franchisee advertising contribution (MM)$10.6$7.5$5.8$4.8$3.1
Franchisee advertising contribution growth41.3%29.3%20.8%54.8%10.7%
Net advertising spending (MM)$2.3$8.5$10.0$10.4$8.5
Net advertising spending growth-72.9%-15.0%-3.8%22.4%16.4%
Net advertising spending % of total revenues2.9%5.3%4.6%4.5%3.7%