The company utilizes an integrated, multi-level marketing approach that includes periodic chain-wide promotions, direct mail, in-store promotions, local store marketing, social media marketing and web-based and other strategies, including the use of radio and television advertising. Combination value meals are also utilized as well as limited-time offer menu item promotions.
|Net advertising spending (MM)||$26.8||$21.6||$19.5||$17.1||$16.8|
|Net advertising spending growth||24.0%||10.9%||13.7%||2.1%||4.4%|
|Net advertising spending % of total revenues||3.8%||3.1%||3.2%||3.1%||3.3%|