Total 2021 net marketing spend for the $1B+ Chain restaurants increased +8.9% y/y (+2.8% 2-yr. stack) to $6.9B, reflecting the benefit of +15.7% systemwide sales growth (+9.9% 2-yr. stack) somewhat off-set by lower net marketing spend as a percent of sales (continuing a longer-term trend in which marketing spend has declined from 3.1% in 2017 to 2.6% in 2021). Notably, total net restaurant marketing spend as a % of total domestic spend across all industries has declined from 3.2% in 2017 to 2.5% in 2021 as the chains appear less impressed with marketing ROI compared to other industries.

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