news.com.au: How the Yo-Chi line in Melbourne and Sydney proves if you're rich or poor

Retail strategist Madeline Kulmar of RetailOasis was featured in news.com.au discussing the "Yo-Chi line," the observation that Yo-Chi stores in Sydney and Melbourne cluster heavily in affluent eastern and northern suburbs, drawing a parallel to the well known "Red Rooster line." Kulmar explains that the pattern comes down to catchment modelling, with site selection built on demographic data, psychographic profiling and trade area analysis that naturally points brands toward suburbs where their core customer lives, works and plays. She notes that while the outcome can look like deliberate exclusion of western suburbs, it's really a self reinforcing market signal, and that expanding into every suburb without the right catchment fit would dilute the brand rather than grow it.