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.

20162015201420132012
Net advertising spending (MM)$0.5$0.6$0.5$0.7$0.6
Net advertising spending growth-12.4%9.6%-22.9%3.1%41.8%
Net advertising spending % of total revenues0.3%0.4%0.4%0.5%0.5%