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.
|Net advertising spending (MM)||$1.7||$0.9||$0.7||$0.5||$0.4|
|Net advertising spending growth||81.8%||25.7%||61.4%||20.7%||-19.2%|
|Net advertising spending % of total revenues||0.9%||0.6%||0.5%||0.4%||0.4%|