News and Analysis
This Brand Won’t Get Stale!
What brand? Cracker Barrel, of course! Any MULO (multi-location) brand can all get a bit soggy or rancid with time. However, savvy brands must get ahead of the aging process and bring in fresh talent to keep their traffic and revenue appealing. Cracker Barrel, which was founded in 1969, is leaning into that trend and […]
IHOP & Applebee’s Serve Up Huge News
From hot cakes to happy hour, a new co-branded restaurant in Texas now gives diners a wide range of food options. Applebee’s and IHOP (owned by the same operator) announced this new concept last month. Those who love breakfast for dinner and power-eaters who want to start the day with a Bloody Mary and a […]
8 MULO Ad Trends 2025
The 2025 advertising season kicks off annually with the Super Bowl. Brands spend millions and attempt to out-do each other with cinematic artistry and celebrity appearances. Savvy brands take those trends and enhance them throughout their digital footprints, ensuring that visitors to TikTok, Instagram, and brick-and-mortar stores will notice and, ultimately, pull out their wallets (physical or […]
Commentary
What CTV Can Learn From OOH Advertising Measurement
What if I told you (in Lawrence Fishbourne’s best Morpheus voice) that in some circles, OOH measurement is, in fact, more advanced than CTV’s equivalent? And that CTV has a lot to learn from its much older, but just as rapidly innovating, advertising brethren. Billboards, bus shelters, and airports in the public space are getting […]
Building a Successful Experiential Marketing Campaign on a Budget
For many businesses, the most significant disadvantage of an experiential marketing campaign is the price tag. Depending on the event you plan, the number of guests you invite, and the location you choose, the costs associated with your event can ring up to tens of thousands of dollars. Fortunately, I can fill you in on […]
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 […]
Latest Posts
5 MULO Retail & Food Brands Who Are Trend-Spotting and Innovating
The most successful MULO (multi-location) retail and food brands are often those that know their core customers and are continuously innovating to meet their needs. However, the winners usually stay on top of (and ahead of) consumer trends and develop products, offers, and services that meet the needs of new segments without losing brand fans. […]
The MULO Dozen: May Brands in Review
The biggest news for the month of May is the announcement of the return of Street Fight LIVE! More than a decade ago, it’s original founders created this highly interactive leadership event as the place to be for brands, agencies, and technology providers. They knew that the screen (large and small) would be the gateway to […]
Will “Sneakerheads” Dash to Foot Locker’s New Store Concept?
The average American owns about 12 pairs of shoes. Many of those are sneakers. Sneakers represent about $80B in sales worldwide, and that spending appears to be on the upswing. Once reserved primarily for athletes, sneakers are now a wardrobe staple and are selected based on purpose, comfort, fashion statement, and various other factors. Foot […]
How Generative AI is Propelling Local Advertising
The digital advertising landscape has never been more dynamic or more complex. As small and medium-sized businesses (SMBs) grapple with these changes and challenges, they also face opportunities for growth. Generative AI technologies are empowering marketers with intuitive, powerful, and personalized advertising strategies, helping them to save time and effort and compete like never before. […]
AdLib and Kargo Partner to Democratize High-Impact Ad Creation
Today, AdLib Media Group, known for providing accessible DSP (demand-side platform) solutions for independent agencies and in-house programmatic teams, announced a strategic partnership with Kargo, a leader in creating breakthrough ad solutions for the world’s top brands. This collaboration aims to bring Kargo’s innovative advertising technologies and creative formats to a broader audience, significantly enhancing […]
How Can IHOP Become an International House of Profit?
Fluffy pancakes are not the only thing being served at IHOP these days. Formerly known as International House of Pancakes, the MULO (multi-location) brand, run by California-based Dine Brands Global, Inc., has about 1,800 restaurants worldwide, including outposts in all 50 states, two U.S. territories, and 13 countries outside the U.S. The parent company also […]
Do Stores Need Walls? Wayfair Seems to Think So!
While some retail brands (like Lord & Taylor and Bed Bath & Beyond) have transitioned to online-only models, others are heading in the other direction, building physical locations. The latest example is Wayfair, which will open its first store later this month in Edens Plaza in Wilmette, Illinois. The 150,000-square-foot outpost will take a page […]
What’s New at The Cheesecake Factory?
We’re not talking menu items (although that ahi tuna salad looks pretty amazing). The company had a great first quarter ($891.2 million compared to $866.1 million in the first quarter of fiscal 2023). Fortune also named the Cheesecake Factory a “best company to work for” for the 11th year running. Cheesecake Factory’s performance is especially […]
Apple, McDonald’s, and Disney Lead Rise in Q1 OOH Ad Spend
As the upfront presentations wound down, and negotiations began in earnest this month, it’s worth noting that a recent news report signaled a distinct set of diminishing media spending returns in linear TV. The article also said the beneficiaries of TV’s decline are social media spend and OOH ad spend. The Out of Home Advertising Association […]
Weight Loss Centers Firm Up
The weight management industry in the U.S. generated $90B in revenue in 2023. Fed by demand for weight loss drugs (contributing close to $12B in sales), trimming down seems timeless, although brick-and-mortar centers have evolved over the years. Weight Watchers was founded in 1963 by Jean Nidetch and grew to thousands of locations worldwide. In 2018, […]
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