Mitchells and Butlers own brands from All Bar One and O'Neills to Premium Country Pubs to Miller & Carter to Harvester and Toby. The challenge was set to understand the customer profile and catchment of the brands in order to develop an optimum blueprint. If it was recommended a Toby location changes to Miller & Carter, then could the area support a new Toby location? Would there be cannibalisation of the existing estate from the proposed change? The options are endless. A proven, scientific approach to deploying the right brands in the right locations was required.