Question · Q2 2026
Eric Gonzalez asked for confirmation on the timing and scale of marketing investments, particularly the incremental advertising spend in Q2, and how this will look in Q3 and Q4, especially with the chicken sandwich launch. He also inquired about the expected bounce back and lingering effects of the recent winter storm.
Answer
CFO Mika Ware confirmed that the incremental advertising spend in Q2 was within the $9 million-$10 million range, representing 2.9% of sales, and expects the percentage of sales for advertising to remain fairly stable in Q3 and Q4, with less year-over-year increase. Regarding the winter storm, Mika stated that the guidance includes impacts known as of Tuesday ($20 million reduced revenue, $0.15 EPS decrease). While historical bounce-back from 'cabin fever' is possible, the loss of a Friday-Sunday could affect recovery, and the guidance does not build in significant upside from a bounce-back.
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