Gail’s’ distribution is focused on neighbourhood spots with above average income. As co-founder Tom Molnar says, “we’re not in places like Oxford Street as we’re not trying to get people through the till really fast.” In fact this focus on affluence has been so successful that the Lib Dems used it as a tool in their 2024 election strategy; aggressively targeting towns outside London with a Gail’s, and winning a record 72 seats as a result.