The advertising and marketing strategy consists of loyalty programs, social media, grass-root local marketing, various public relations activities and word-of-mouth recommendations.

20162015201420132012
Net advertising spending (MM)$8.3$7.7$6.2$5.7$4.7
Net advertising spending growth6.6%25.5%8.9%21.0%10.3%
Net advertising spending % of total revenues2.3%2.3%2.0%2.1%2.0%