I think, that multibranding and multiple locations are different issues.
The case you describe shows rather non-professionalism/greed from the service company.
I don't believe in that "dispatching softwares" which automatically decides who goes where. This is a quality flop.
There's always a human dispatcher/coordinator who knows (or should know) how to optimize the operation. Not forgetting some simple marketing issues like "one face to the customer", or technical (I know this machine for years).