The company's marketing strategy mostly relies on word-of-mouth, and is supplemented by local-store marketing and social media initiatives, as well as the loyalty program.

20142013201220112010
Net advertising spending (MM)$0.5$0.7$0.6$0.5$0.9
Net advertising spending growth-22.9%3.1%41.8%-51.1%-9.2%
Net advertising spending % of total revenues0.4%0.5%0.5%0.5%1.0%