Marketing efforts include extensive advertising through television, web-based promotions, radio and print, targeted mailings and affiliations with brands such as Coca-Cola.

20172016201520142013
Total advertising spending (MM)$363.6$318.2$279.0$246.7$236.3
Total advertising spending growth10.8%14.1%13.1%3.4%12.0%
Franchisee advertising contribution (MM)$323.8$283.7$247.0$217.7$207.8
Franchisee advertising contribution growth10.2%14.9%13.5%9.2%13.3%
Net advertising spending (MM)$39.8$34.5$32.0$29.0$28.5
Net advertising spending growth15.4%7.8%10.3%-2.0%3.3%
Net advertising spending % of total revenues1.4%1.4%1.4%1.5%1.6%