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.

20162015201420132012
Net advertising spending (MM)$26.8$21.6$19.5$17.1$16.8
Net advertising spending growth24.0%10.9%13.7%2.1%4.4%
Net advertising spending % of total revenues3.8%3.1%3.2%3.1%3.3%