 The first reason is that now you can expand to a wider audience. If you're operating one brand and one brand only, you're only catering to one specific customer demographic. Whereas now if you're operating multiple different brands, you're casting a wider net to appeal to a wider audience. For instance, if I'm operating a brand that serves Shushi Wilson's Shushi House, then yes, I'm cornering the Shushi market. But whereas customers don't necessarily want to eat Shushi every single day, which is the reason why if you are operating multiple different brands, you would be able to cater to that one audience multiple different times throughout the entire week.