Question · Q4 2025
Alex Slagle sought clarification on the first quarter same-store sales trend, asking if the net-net for Q1 was similar to Q4 or showed improvement, especially after recent slowdowns. He also asked about the $5.5 million incremental marketing spend in Q4, whether management was satisfied with its return, and if there's an opportunity for similar spending in 2026.
Answer
CEO Lance Tucker noted that while Q4 saw improvements, Q1 maintained or slightly improved beyond Q4's exit, despite recent slowdowns due to stronger comparisons and the government shutdown, which are now normalizing. He confirmed the consumer reacted better to the barbell strategy. Regarding marketing spend, Mr. Tucker explained it supported the Bonus Jack, a $5 Smashed Jack app offer tied to a sporting event, and shored up the marketing fund. He expressed satisfaction with the improved transactions and brand introduction, aiming not to need similar contributions in 2026 but keeping options open. Chief Customer and Digital Officer Ryan Ostrom emphasized the focus on consistent value messaging.