News and Analysis
The Adult Arcade: Two Trends Converging
We’ve covered the rise of eatertainment. Multi-location (MULO) brands have discovered that incorporating entertainment, sports challenges (sportainment), and activities into their converging retail and restaurant models enables them to appeal to a vast and growing segment of the market. Add to that model the newstalgia trend (a mash-up of new and nostalgia). Brands are combining […]
The MULO Dozen: July Brands in Review
Some things slow down over the summer, but this July the MULO ecosystem continues to heat up phygital enhancements, leadership changes, and creative new marketing approaches. Hot dogs are not just for family BBQs this summer! Wienerschnitzel is making a bold new leap, with the hot dog chain announcing its expansion to the East Coast, aiming to solidify […]
MULO Brands With Soul July Pick: NIKE
“Just Do It” is the NIKE tagline. It’s been around since 1988, and it also captures the brand’s view toward giving back and building a positive company culture. The brand is our July choice for a Brand with Soul. Or, perhaps it should be Brand with Sole, although the footwear manufacturer has expanded to include […]
Commentary
Streets Ahead: Google Business Profile Reverifications and Meta Chatbots
In this week’s Streets Ahead update, SOCi discuss the issues regarding Google reverifications and explores Meta’s roll out of AI Chatbot features. Google Business Profile Reverifications The News In early March, the SEO community noticed a significant increase in locations requiring reverification on Google Business Profile, prompting many to temporarily halt updates. Last week, Google […]
The Rise of AI Ad Buying Agents: A Marketer’s Perspective
AI-driven ad buying is not new. From Google Ads’ “set-it-and-forget-it” approach to Meta’s dynamic audience targeting, the goal has always been to automate away the tedium of bidding and targeting. But with the more recent advancements in generative AI and deep learning, the promise is morphing into something more expansive: real-time, hyper-personalized ads that match […]
Streets Ahead: Instagram AI-Powered Search, TikTok Creator Search Insights
In this week’s Streets Ahead update, SOCi covers Instagram’s new AI-driven search feature and TikTok Creator Search Insights Instagram’s AI-Powered Search The News Instagram is testing an AI-powered search feature within the comments section, according to AdWeek. This new tool automatically generates AI-driven search summaries, offering users relevant context as they engage with posts. 🔹 […]
Latest Posts
Scalable Reviews and Reputation Management for Multi-Location Brands
It’s no secret that customer reviews makes or breaks a brand. Reputation management influences buying decisions, impacts local search rankings, and—let’s be honest—shapes how people feel about doing business with you. For multi-location brands, though, reputation management isn’t just about responding to a few Google reviews. It’s about scaling trust across dozens, hundreds, or even […]
“Wegmaniacs” Rejoice as Wegmans Opens Restaurants
Industry crossovers are nothing new. Tommy Bahama has restaurants, a retail operation, and now a hotel. Fitness retailers like Athleta offer in-store workout classes. And now Wegmans , an iconic grocery store with more than 110 locations , is opening a restaurant to appeal to its Wegmaniacs fan base! Tastings is opening in Rochester, New […]
Spaceback Introduces CTV Launchpad Platform
Spaceback, which bills itself as a pioneer of social CTV, has released a new platform called CTV Launchpad that enables advertisers to produce hundreds of creative options that include local elements like business addresses for some multilocation brands or a QR code that can scan to a local office or store. “It used to be […]
BOOM: The Hard War in Hardware
You may occasionally find an independent hardware store in your neighborhood. However, they are becoming rare as “the big five” dominate. They are (in no particular order): Home Depot Lowe’s Menard Ace True Value Over the next five years, the total hardware industry revenue is projected to grow from $59B to $75B. Home Depot and […]
Harris Poll : OOH Ads Yield Strong Results
The Out of Home Advertising Association of America (OAAA) conducted a Harris Poll and found that—surprise—the channel delivers desirable results across various product and service verticals. Job recruitment, beverages, personal care, real estate, and fine dining ads all perform well in OOH and DOOH, the report said. Some 86% of adults reported taking action after […]
Retail Media Networks: Perspectives from John Gomez of RPM Labs
John Gomez is a former Trader Joe’s executive and is now the CEO of RPM Labs. This new technology company is bringing retail media capabilities directly to mobile devices. We recently sat with him to better understand today’s retail media landscape and what to expect in the months (and years) ahead. How many retail media […]
Pacific Drive-Ins Partners With Make to Save $1,500 a Day! What’s Next?
AI AI everywhere! The topic is top of mind throughout the MULO (multi-location) ecosystem. Artificial intelligence is rapidly evolving, and its use cases are just starting to appear in business and industry media. One such example is Pacific Drive-Ins’ use of Make automation tools to streamline staffing. The companies reported that it helped Pacific (part of […]
Streets Ahead: Google Acknowledges ChatGPT Threat, New Visibility Boost for Restaurants
In this week’s Streets Ahead update, SOCi discusses Google admitting the competitive threat of ChatGPT and also doubling down on Local with a new “What’s Happening” feature benefiting restaurants Google on the ChatGPT Threat The News An internal Google document, surfaced during the ongoing Department of Justice trial (with a decision expected soon), reveals a major […]
Blue-Chip Brands Spend Big in OOH
When the Out of Home Advertising Association of America (OAAA) released its annual MegaBrands report, Apple was again the top spender for 2024 in the OOH channel at $68.3 million. McDonald’s, Amazon, Coca-Cola, and Verizon were the others, proving that blue-chip brands continue to invest heavily in OOH for its powerful reach, location, and immediacy […]
MULO Brands With Soul April Pick: Allbirds
The founders of Allbirds, a multi-location (MULO) fashion brand, launched this B Corp after careers in professional sports and biotech. It was founded in New Zealand. Leaving that “nest” was a bold move for the founders, but it resulted in the creation of a footwear brand that’s flown high. The company’s mission is “to prove […]
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