Product to MULO Brand? An Interview with Melissa Tavss
Boozy ice cream? Cheers! Say no more! Melissa Tavss is the Founder and CEO of Tipsy Scoop, liquor-infused ice cream. She is taking her popular product on the road into her branded brick-and-mortar multi-location (MULO) stores. We recently sat down with her to discuss her journey from founder to franchisor. How and when did you get the […]
Bad Stock Art: How Your Photos May Be Hurting Engagement
We all know the importance of graphics and videos in generating clicks, engagement, and traffic. One study claimed a lift of as much as 650 percent for posts and ads including imagery, versus text-only marketing. But the types of graphics or stock art you use may be as important as the fact that you use them. […]
What Lies Ahead for the Car Dealership?
Are we racing into the future or just cruising along? You may not think of a car dealership as MULO (multi-location) brands, but drive through commercial areas, and you’ll probably see one dealership after another. New cars, used cars, and luxury cars are all on display for consumers to browse, test drive, and buy. The […]
Jordan Blakesley Answers the Question: Do You Really Need PR?
Jordan Blakesley is the founder of B Public Relations (BPR), a company that manages 24 PR professionals in five cities. In addition to SMB boutiques and independent hotels, destinations, and restaurants, the company works with many multi-location brands, including Snooze, an AM Eatery, Next Level Burger, and King’s Seafood Company. We have observed at Street […]
Toys ‘R’ Us is Not Playing Around With its Retail Re-launch
Setting what might be an example of a future retail model, mega toy brand Toys ‘R’ Us is emerging from bankruptcy with a new retail strategy involving airports and cruise ships. Called the “air, land, and sea” initiative, the big box MULO (multi-location) brand is opening up to 24 flagship stores and locations in airports […]
To Scale or Not to Scale? 10 Factors for Brands to Consider
Multi-location (MULO) brands are complex and sometimes filled with risks. In the retail sector alone, more than 3,000 stores have closed so far this year. However, establishing a brand in one region and scaling it to multiple geographies (sometimes even global) can be very profitable in the long run. But with that complexity comes a wide […]
Retail Media – Is Fun Dead?
Retail media has recently claimed that the fun has been sucked out of shopping. The move to online commerce, the death of some big brands, staffing and service shortages, shopping mall vacancies, and supply chain issues have all impacted the habits of consumers, who used to view shopping and dining as a fun group activity […]
Put a Pin in It: The Definition of a Place is Transforming
Domino’s just launched a new product (and is running campaign ads), enabling consumers to have pizza and other treats delivered wherever they “drop a pin.” It’s aptly called Pinpoint Delivery™. The definition of a “place” is transforming. Pre-Internet, it was simply a physical brick-and-mortar location. You went to those places to shop, dine, stay, meet, […]
BOOM: The Designer and Basic Milkshake
Despite many consumers’ focus on healthy and lactose-free beverages, a new MULO (multi-location) trend is picking up steam (or should we say whipped cream?). Milkshakes first came on the scene in 1885, and were made with booze. Ironically, the boozy milkshake is now having a moment again! In 1922, Walgreens began serving milkshakes and the […]
Macy’s Goes From Malls to Micro-Mini Model
Are mega department stores like Macy’s becoming a thing of the past? Although big box multi-location (MULO) stores in some categories like home improvement and groceries still make sense, the mall-based department stores may be due for a reconfiguration. Macy’s just announced that it is opening 30 small format stores. Leveraging the timeless reputation (founded […]
BOOM: Brunch and the MULO Brands
Whether you crave a mimosa, an elaborate Bloody Mary, or simply a stack of good old-fashioned pancakes with syrup, one thing is certain — brunch is back and fueling MULO brands! A recent study by Square revealed that Saturday brunch is now the busiest day part for restaurants, including those with multiple locations (MULO brands). […]
The Marketing Agency of the Future: A Perspective from Andy Parnell
We recently sat down with Andy Parnell, President of Lane Terralever and Convince and Convert, an Arizona-based agency that works across a wide range of multi-location (MULO) clients in both the B-to-B and DTC worlds. With broad and deep experience, Andy has seen many changes in the marketing and agency world. He offers great insights […]
BOOM: Maxwell Bonnie Creates a New Industry for Smaller Manufacturers
Restaurants and retailers are “traditional” MULO (multi-location categories). But the business world is changing, and different types of brick-and-mortar enterprises are emerging as new industry. We’ve covered several MULO (multi-location) business categories that are appearing in response to business/consumer needs — like podcast studios, IV locations, and boutique gyms. Inventors and manufacturers are now proliferating. […]
Why November 7th Could Be Your Most Important Day of 4th Quarter
What are you doing on November 7th? If you work in a MULO (multi-location) business, you should only be in New York City at the Place conference. Why? Leaders from retail, restaurants, and other multi-location categories will be there, along with the agencies and technology companies that help take their marketing to the next level. Street […]
The MULO Dozen: September in Review
Welcome to a new monthly section of Street Fight! Every 30 days (or so), we’ll be recapping some of the highlights across MULO (multi-location) brands — retailers, restaurants, c-stores, service businesses, and any other establishment that has multiple locations (or aspires to scale to that level), as well as the agencies that help them flourish. […]
Meet a New Flock of Local Influencers: An Interview with Emily Steele of Hummingbirds
Meltwater recently reported on “influencer fatigue” and asserted that only 3 percent of consumers are still swayed by the opinions of celebrities. But we all know that word-of-mouth marketing and targeted social media with the help of local influencers can still be highly effective tactics. A new breed (or should we say flock*) of influencers […]
BOOM: Pets are a Profitable Priority for MULO Brands
Consumers are spending on their “fur babies” these days in record numbers! Viewed as members of many families, dogs, cats, birds, guinea pigs, and even rabbits and snakes compel shoppers to take out their wallets to feed, tend to, and even dress their beloved animals. The market size for the the pets care segment was […]
BUST: A Hard Landing as Soft Surroundings Files for Bankruptcy
Here we go again…another beloved retailer shutters its brick-and-mortar operations. Soft Surroundings filed for bankruptcy this week. This MULO (multi-location) women’s clothing brand once had 80 locations physical locations (reduced to 44) and is now shuttering all of them. The company, which released its first catalog in 1999, also sold home goods and accessories. However, […]
Touchdown! How MULO Brands Score During Football Season
Many retailers and restaurants already have their eyes on the December holidays and are filling the shelves with pumpkin spice everything and costumes. We understand that huge MULO (multi-location) chains have planned their inventory and marketing campaigns months in advance. Advertising, licensing deals, and other NFL football properties add a whopping $5B to the U.S. […]
The Mall of the Future
The media love to show pictures of vacant and deteriorating malls. But the reality is that the mall isn’t dying. It’s just changing. Let’s think back to 1992 when The Mall of America opened and became a destination — not just for shopping but for dining and playing. It’s now a major tourist attraction and […]