Chipotle Mexican Grill advertising spend, FY2025

Chipotle Mexican Grill (CMG) reported $364M of advertising expense for the fiscal year ended Dec 31, 2025. That is 3.1% of revenue of $11.9B. Up 27.3% from FY2024.

Ad spend, FY2025
$364M
year ended Dec 31, 2025
Change vs prior year
+27.3%
vs FY2024
Share of revenue
3.1%
of $11.9B revenue
Rank by ad spend
#152
of 336 companies

Key facts

  • Ad spend is 5.3x its FY2015 level ($69.3M).
  • FY2025 is the highest year on file, going back to FY2009.
  • Largest increase +51.2% in FY2019; largest cut -0.3% in FY2021.
  • Ad spend has risen 4 years in a row.
  • Ad spend is 3.1% of revenue, down from 3.7% in FY2020.
  • Chipotle Mexican Grill spends more on advertising than 55% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.

Ad spend by fiscal year

$0 $100M $200M $300M $400M FY2009 (ended 2009-12-31): $21M FY2010 (ended 2010-12-31): $26.2M 2010 FY2011 (ended 2011-12-31): $31.9M FY2012 (ended 2012-12-31): $35M FY2013 (ended 2013-12-31): $44.4M 2013 FY2014 (ended 2014-12-31): $57.3M FY2015 (ended 2015-12-31): $69.3M FY2016 (ended 2016-12-31): $103M 2016 FY2017 (ended 2017-12-31): $106M FY2018 (ended 2018-12-31): $112M FY2019 (ended 2019-12-31): $169M 2019 FY2020 (ended 2020-12-31): $223M FY2021 (ended 2021-12-31): $222M FY2022 (ended 2022-12-31): $251M 2022 FY2023 (ended 2023-12-31): $264M FY2024 (ended 2024-12-31): $286M FY2025 (ended 2025-12-31): $364M 2025 $364M

Ad spend as % of revenue

0% 1% 2% 3% 4% FY2009 (ended 2009-12-31): n/a FY2010 (ended 2010-12-31): n/a 2010 FY2011 (ended 2011-12-31): n/a FY2012 (ended 2012-12-31): n/a FY2013 (ended 2013-12-31): n/a 2013 FY2014 (ended 2014-12-31): n/a FY2015 (ended 2015-12-31): n/a FY2016 (ended 2016-12-31): 2.6% 2016 FY2017 (ended 2017-12-31): 2.4% FY2018 (ended 2018-12-31): 2.3% FY2019 (ended 2019-12-31): 3.0% 2019 FY2020 (ended 2020-12-31): 3.7% FY2021 (ended 2021-12-31): 2.9% FY2022 (ended 2022-12-31): 2.9% 2022 FY2023 (ended 2023-12-31): 2.7% FY2024 (ended 2024-12-31): 2.5% FY2025 (ended 2025-12-31): 3.1% 2025 3.1%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $364M +27.3% $11.9B 3.1% MarketingAndAdvertisingExpense 10-K Feb 4, 2026
FY2024 Dec 31, 2024 $286M +8.3% $11.3B 2.5% MarketingAndAdvertisingExpense 10-K Feb 4, 2026
FY2023 Dec 31, 2023 $264M +5.4% $9.9B 2.7% MarketingAndAdvertisingExpense 10-K Feb 4, 2026
FY2022 Dec 31, 2022 $251M +12.9% $8.6B 2.9% MarketingAndAdvertisingExpense 10-K Feb 5, 2025
FY2021 Dec 31, 2021 $222M -0.3% $7.5B 2.9% MarketingAndAdvertisingExpense 10-K Feb 8, 2024
FY2020 Dec 31, 2020 $223M +31.9% $6B 3.7% MarketingAndAdvertisingExpense 10-K Feb 9, 2023
FY2019 Dec 31, 2019 $169M +51.2% $5.6B 3.0% MarketingAndAdvertisingExpense 10-K Feb 11, 2022
FY2018 Dec 31, 2018 $112M +5.0% $4.9B 2.3% MarketingAndAdvertisingExpense 10-K Feb 10, 2021
FY2017 Dec 31, 2017 $106M +3.3% $4.5B 2.4% MarketingAndAdvertisingExpense 10-K Feb 5, 2020
FY2016 Dec 31, 2016 $103M +48.7% $3.9B 2.6% MarketingAndAdvertisingExpense 10-K Feb 8, 2019
FY2015 Dec 31, 2015 $69.3M +20.9% n/a n/a MarketingAndAdvertisingExpense 10-K Feb 8, 2018
FY2014 Dec 31, 2014 $57.3M +29.1% n/a n/a MarketingAndAdvertisingExpense 10-K Feb 7, 2017
FY2013 Dec 31, 2013 $44.4M +26.8% n/a n/a MarketingAndAdvertisingExpense 10-K Feb 5, 2016
FY2012 Dec 31, 2012 $35M +9.7% n/a n/a MarketingAndAdvertisingExpense 10-K Feb 4, 2015
FY2011 Dec 31, 2011 $31.9M +21.8% n/a n/a MarketingAndAdvertisingExpense 10-K Feb 5, 2014
FY2010 Dec 31, 2010 $26.2M +24.7% n/a n/a MarketingAndAdvertisingExpense 10-K Feb 8, 2013
FY2009 Dec 31, 2009 $21M n/a n/a n/a MarketingAndAdvertisingExpense 10-K Feb 10, 2012

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Compared with similar spenders

The 6 companies closest to Chipotle Mexican Grill in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
151 QVC Group $369M 4.4% +18.3% FY2025
152 Chipotle Mexican Grill $364M 3.1% +27.3% FY2025
153 Carvana $363M 1.8% +58.5% FY2025
154 Goodyear Tire & Rubber $362M 2.0% +10.7% FY2025
155 e.l.f. Beauty $361M 22.1% +28.3% FY2026
156 Lionsgate Studios $361M 13.7% +21.7% FY2026
157 PENN Entertainment $358M 5.1% -21.5% FY2025

Full ranking of 336 companies · Biggest increases #59

Questions

How much does Chipotle Mexican Grill spend on advertising?

Chipotle Mexican Grill spent $364M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 4, 2026.

What percentage of revenue does Chipotle Mexican Grill spend on advertising?

3.1% of revenue in fiscal 2025 ($364M of $11.9B). The median across the 336 companies tracked is 5.2%.

Is Chipotle Mexican Grill spending more on advertising?

Yes. Ad spend rose 27.3% in fiscal 2025 from fiscal 2024. It has risen 4 years in a row.

How does Chipotle Mexican Grill rank by advertising spend?

#152 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Chipotle Mexican Grill's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2025, filed Feb 4, 2026
Accession number
0001058090-26-000009
Company
CHIPOTLE MEXICAN GRILL INC, CIK 1058090, SIC 5812 (Retail-Eating Places)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Chipotle Mexican Grill advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 4, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/chipotle-mexican-grill/advertising-spend/
Download
CSV, all years · CSV, all 336 companies