From 1990 to 2010, the banking industry was driven by a branching philosophy of "build it, and they will come." Little regard was paid to the location; they simply followed retailers such as Walmart, Target, McDonalds or Wendys. Later, with the advent of electronic alternatives such as ATMs and mobile banking, many banks turned to the idea that branching was finished. As usual, the advocates behind both these schools of banking distribution failed to do their homework and their simplistic concepts were doomed to failure.