The advertising and marketing strategy consists of loyalty programs, social media, grass-root local marketing, various public relations activities and word-of-mouth recommendations. In addition, for new restaurant openings the company uses a coordinated public relations effort, supplemented by targeted marketing campaigns, social media and other marketing efforts.

20162015201420132012
Net advertising spending (MM)$0.9$0.7$0.5$0.4$0.5
Net advertising spending growth25.7%61.4%20.7%-19.2%-42.8%
Net advertising spending % of total revenues0.6%0.5%0.4%0.4%0.5%