5 MULO (Multi-Location) Trends We Can’t Ignore

We’re more than halfway through the year, and the consumer (and its artificial intelligence equivalents) have spoken!

The MULO (multi-location) ecosystem is poised for a significant transformation. MULO comprises restaurants, retail, home and personal services businesses, hospitality, convenience stores, groceries, branded housing complexes, and other companies that have multiple brick-and-mortar locations.

Here are some of the most significant trends we’re seeing:

1. AI has completely disrupted the way people search for products and services. The consumer is becoming the primary driver of need and intent. Read SOCI’s view of Google’s AI Mode here. A whopping two-thirds of consumers believe that AI will replace traditional search methods within the next five years. (We at Street Fight agree. You can learn more at Street Fight LIVE on September 30th.)
2. We are now a phygital shopping society. People shop and seek services using a combination of in-person and online experiences. Retailers and restaurants are heavily investing in technologies that enable consumers to find what they want, when they want it, whether they’re in-store or on a device. That’s why Phygital is the theme of Street Fight LIVE this year. (See #1.)
3. Experiences, experiences, experiences! Dining, shopping, hospitality, and even visits to health care professionals involve some form of education, entertainment, sport, or simply a colorful Instagram background that enables people to create memories and share their moments with friends and family.
4. Big spaces morph and shrink. The shopping mall of the future is as likely to contain a pickleball facility, a medical office, and a library as it is big-brand retailers. Many retailers (like Ikea) are experimenting with smaller-format stores to limit inventory and expense. Remember, if they are “doing phygital” correctly, the consumer will still be able to find what they need and get it quickly. Multi-use complexes are becoming increasingly commonplace as more people move from urban areas to work from anywhere. Ironically, we are moving toward a modern-day version of fully integrated communities, where people can live, eat, shop, and exercise within a central geographic location.
5. The definition of “talent” is expanding to include a collaboration among humans, AI, self-service technologies, and robots. As MULO brands develop staffing plans for the future, they must seriously consider which functions should be performed by humans rather than bots and then hire, train, and retain the people with the best skill set to work hand-in-hand with automation.

One fact is timeless. Despite all these trends, maintaining tight business management and closely monitoring consumer trends and financials are critical. Each month, we report on the companies that are BOOMing and those that are going BUST. And some brands are even “rising from the dead.”

To learn more about what’s coming the rest of the year and in 2026, join us in LA on September 30th!