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Wingstop WING Advertising
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Where this comes from
Reported directly by Wingstop in its filing.
Tagged under the XBRL concept us-gaap:AdvertisingExpense.
The source filing: Wingstop’s 10-Q, filed July 29, 2026.
- Filed
- Jul 29, 2026, 4:00 PM EDT
- Fiscal quarter
- Q2 FY2026
- Calendar quarter
- Q2 2026
- Accession
- 0001628280-26-050580
| Line item | Thirteen Weeks Ended / June 27,2026 | Thirteen Weeks Ended / June 28,2025 | Twenty-Six Weeks Ended / June 27,2026 | Twenty-Six Weeks Ended / June 28,2025 |
|---|---|---|---|---|
| Total revenue | 185,564 | 174,329 | 369,289 | 345,423 |
| Costs and expenses: | ||||
| Cost of sales (1) | 25,068 | 24,405 | 49,784 | 47,240 |
| Advertising expenses | 68,417 | 65,533 | 135,728 | 131,328 |
| Selling, general and administrative | 30,236 | 32,937 | 64,685 | 64,377 |
| Depreciation and amortization | 7,212 | 6,220 | 14,053 | 12,448 |
| Loss on disposal of assets | — | — | — | 6,535 |
| Total costs and expenses | 130,933 | 129,095 | 264,250 | 261,928 |
Item 1. Financial Statements
FAQ
- What is Wingstop's advertising?
- Wingstop (WING) reported advertising of $68.42M in Q2 2026.
- How has Wingstop's advertising changed year-over-year?
- Wingstop's advertising increased by 4.4% year-over-year, from $65.53M to $68.42M.
- What is the long-term trend for Wingstop's advertising?
- Over 4 years (2021 to 2025), Wingstop's advertising has grown at a 32.8% compound annual growth rate (CAGR), from $83.99M to $261.55M.
- What does advertising mean?
- Represents the total costs incurred for marketing, brand promotion, and advertising campaigns. This metric reflects the company's investment in driving customer traffic and maintaining brand awareness within the competitive restaurant industry.
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