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Wingstop WING Restaurants Segment — Advertising expenses
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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 |
|---|---|---|---|---|
| Other operating costs | 6,180 | 5,821 | 12,049 | 11,012 |
| Vendor rebates | (915) | (794) | (1,752) | (1,544) |
| Total cost of sales | 25,068 | 24,405 | 49,784 | 47,240 |
| Advertising expenses | 68,417 | 65,533 | 135,728 | 131,328 |
| Selling, general & administrative: | ||||
| Transaction costs | — | — | — | 497 |
| System implementation costs | 514 | 1,534 | 1,060 | 2,846 |
| Amortization of capitalized system implementation costs | 467 | — | 934 | — |
Item 1. Financial Statements
FAQ
- What is Wingstop's restaurants segment — advertising expenses?
- Wingstop (WING) reported restaurants segment — advertising expenses of $68.42M in Q2 2026.
- How has Wingstop's restaurants segment — advertising expenses changed year-over-year?
- Wingstop's restaurants segment — advertising expenses increased by 4.4% year-over-year, from $65.53M to $68.42M.
- What is the long-term trend for Wingstop's restaurants segment — advertising expenses?
- Over 3 years (2022 to 2025), Wingstop's restaurants segment — advertising expenses has grown at a 28.6% compound annual growth rate (CAGR), from $123.07M to $261.55M.
- What does restaurants segment — advertising expenses mean?
- Reflects the total investment in marketing, promotional campaigns, and brand awareness initiatives specifically allocated to the restaurant segment. This spending is intended to drive store traffic and support long-term brand equity.
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