Wingstop advertising spend, FY2025

Wingstop (WING) reported $262M of advertising expense for the fiscal year ended Dec 27, 2025. That is 37.5% of revenue of $697M. Up 12.1% from FY2024.

Ad spend, FY2025
$262M
year ended Dec 27, 2025
Change vs prior year
+12.1%
vs FY2024
Share of revenue
37.5%
of $697M revenue
Rank by ad spend
#186
of 336 companies

Key facts

  • FY2025 is the highest year on file, going back to FY2013.
  • Largest increase +46.5% in FY2022; largest cut -50.0% in FY2016.
  • Ad spend has risen 6 years in a row.
  • Ad spend is 37.5% of revenue, up from 31.1% in FY2020.
  • Wingstop spends more on advertising than 45% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 7.2x the median of 5.2%.

Ad spend by fiscal year

$0 $100M $200M $300M FY2013 (ended 2013-12-28): $300K FY2014 (ended 2014-12-27): $300K 2014 FY2015 (ended 2015-12-26): $200K FY2016 (ended 2016-12-31): $100K 2016 FY2017 (ended 2017-12-30): $100K FY2019 (ended 2019-12-28): $60M 2019 FY2020 (ended 2020-12-26): $77.3M FY2021 (ended 2021-12-25): $84M 2021 FY2022 (ended 2022-12-31): $123M FY2023 (ended 2023-12-30): $167M 2023 FY2024 (ended 2024-12-28): $233M FY2025 (ended 2025-12-27): $262M 2025 $262M

Ad spend as % of revenue

0% 10% 20% 30% 40% FY2013 (ended 2013-12-28): 0.5% FY2014 (ended 2014-12-27): 0.4% 2014 FY2015 (ended 2015-12-26): 0.3% FY2016 (ended 2016-12-31): 0.10% 2016 FY2017 (ended 2017-12-30): 0.08% FY2019 (ended 2019-12-28): 30.1% 2019 FY2020 (ended 2020-12-26): 31.1% FY2021 (ended 2021-12-25): 29.7% 2021 FY2022 (ended 2022-12-31): 34.4% FY2023 (ended 2023-12-30): 36.2% 2023 FY2024 (ended 2024-12-28): 37.3% FY2025 (ended 2025-12-27): 37.5% 2025 37.5%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 27, 2025 $262M +12.1% $697M 37.5% AdvertisingExpense 10-K Feb 18, 2026
FY2024 Dec 28, 2024 $233M +40.1% $626M 37.3% AdvertisingExpense 10-K Feb 18, 2026
FY2023 Dec 30, 2023 $167M +35.4% $460M 36.2% AdvertisingExpense 10-K Feb 18, 2026
FY2022 Dec 31, 2022 $123M +46.5% $358M 34.4% AdvertisingExpense 10-K Feb 19, 2025
FY2021 Dec 25, 2021 $84M +8.6% $283M 29.7% AdvertisingExpense 10-K Feb 21, 2024
FY2020 Dec 26, 2020 $77.3M +28.9% $249M 31.1% AdvertisingExpense 10-K Feb 22, 2023
FY2019 Dec 28, 2019 $60M n/a $200M 30.1% AdvertisingExpense 10-K Feb 16, 2022
FY2017 Dec 30, 2017 $100K 0.0% $133M 0.08% AdvertisingExpense 10-K Feb 23, 2018
FY2016 Dec 31, 2016 $100K -50.0% $103M 0.10% AdvertisingExpense 10-K Feb 23, 2018
FY2015 Dec 26, 2015 $200K -33.3% $78M 0.3% AdvertisingExpense 10-K Feb 23, 2018
FY2014 Dec 27, 2014 $300K 0.0% $67.4M 0.4% AdvertisingExpense 10-K Mar 3, 2017
FY2013 Dec 28, 2013 $300K n/a $59M 0.5% AdvertisingExpense 10-K Mar 4, 2016

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Wingstop in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
183 AutoNation $268M 1.0% +4.9% FY2025
184 Covista $267M 13.7% +8.0% FY2026
185 Sirius XM $262M 3.1% -29.9% FY2025
186 Wingstop $262M 37.5% +12.1% FY2025
187 SelectQuote $258M 16.0% -2.0% FY2026
188 Lithia Motors $257M 0.7% +2.5% FY2025
189 Remitly Global $255M 15.6% +13.2% FY2025

Full ranking of 336 companies · Biggest increases #116 · Highest ad-to-revenue #8 · Up 5+ years in a row #28

Questions

How much does Wingstop spend on advertising?

Wingstop spent $262M on advertising in fiscal 2025, the year ended Dec 27, 2025, according to its 10-K filed Feb 18, 2026.

What percentage of revenue does Wingstop spend on advertising?

37.5% of revenue in fiscal 2025 ($262M of $697M). The median across the 336 companies tracked is 5.2%.

Is Wingstop spending more on advertising?

Yes. Ad spend rose 12.1% in fiscal 2025 from fiscal 2024. It has risen 6 years in a row.

How does Wingstop rank by advertising spend?

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

What does Wingstop's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2025, filed Feb 18, 2026
Accession number
0001636222-26-000008
Company
Wingstop Inc., CIK 1636222, SIC 5812 (Retail-Eating Places)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Wingstop advertising spend, FY2013-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 18, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/wingstop/advertising-spend/
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