Maxol launches online grocery & food delivery service
Maxol teams up with international food-tech firm Noahs for Irish Launch
Maxol has announced the launch of a new online meal and grocery delivery service in partnership with Copenhagen-based food-tech company Noahs, marking a significant evolution in the forecourt retailer’s foodservice strategy.
From 22nd April, the new service is live at the first three Maxol stores – Newbridge (Kildare), Ardbrae (Wicklow) and the Long Mile Road store (Dublin), where cooked-to-order meals and a selection of groceries are available for delivery via aggregate partner, Just Eat.
This is the first phase of a planned rollout to over 60 locations and more home delivery options (Uber Eats and Deliveroo) will soon be available nationwide. The initiative reflects the growing demand for high-quality, digitally accessible food beyond traditional breakfast and lunchtime occasions.
Exclusive
Under an exclusive 18-month agreement marking Noahs’ entry into the Irish market, the company is helping digitise Maxol’s fresh food operations. In a first for the forecourt convenience sector in Ireland, the service enables customers to order from multiple food concepts alongside a range of Maxol’s grocery lines within a single digital journey.
As a result, freshly prepared meals including pizza from Pizza Nova, Mexican-style bowls from Bowly, taco and burrito options from La Taqueria, and Cheeky Chicken can be combined with items such as snacks, confectionery, soft drinks, alcohol and everyday essentials in one order.
Brian Donaldson, CEO of The Maxol Group, said: “At Maxol, we are continuously evolving our foodservice and convenience offering in line with changing customer behaviour. With more meals being consumed outside the home, this partnership represents a natural extension of our fresh food proposition allowing us to move beyond our traditional breakfast-to-lunch focus and offer high-quality, cooked-to-order meals later in the day.
“We wanted to go further than meal delivery by integrating grocery and convenience items into the same digital journey. As customers look for greater simplicity, this approach allows them to combine freshly prepared meals with everyday essentials in a single order.”
The partnership brings together Maxol’s established retail footprint with Noahs’ omnichannel food-tech platform and smart kitchen infrastructure, enabling multiple food brands to operate from a single kitchen using existing resources. Noahs also supports menu development, kitchen design and operational systems, working with professional chefs to create delivery-optimised menus designed to maintain quality in transit. Additional cuisines and brands will be introduced over time.
In-store kiosks
Maxol has also introduced in-store digital kiosks at selected stores to enhance speed, efficiency and choice. Using the kiosk will allow customers browse menus, customise meal orders and choose how they order in-store, helping to reduce wait times while creating a more flexible and intuitive experience within the forecourt environment.
Brian Donaldson added that while Maxol’s new digital kiosks will make for a more seamless meal order experience, they will be complemented by the friendly, personal service for which Maxol stores are known.
Digital food economy
Noahs has rapidly expanded across Europe, developing modular kitchen solutions that allow retailers to participate in the digital food economy through a single operating system managing menus, pricing, orders and kitchen workflows.
Daniel Baven, CEO and co-founder of Noahs, said: “Maxol’s commitment to its customers and its willingness to rethink the role of the forecourt is what makes this partnership so impactful. Together, we’re showing how convenience retail can deliver high-quality, digital-first food experiences at scale – without adding operational complexity. Our technology turns a service station into a fully digital food operation – one ordering experience, one kitchen, one delivery – so customers can get a freshly cooked meal and their everyday essentials without juggling apps.
“Partnering with an Irish-owned company like Maxol for our entry into Ireland is exactly the right fit. It’s a model that’s already working at scale across Europe, and I’m confident Maxol customers across Ireland are going to love it.”
All-day Maxol Deli
Today’s announcement forms part of Maxol’s broader transformation into a leading convenience food retailer and with food now as important to Maxol customers as fuel, the company has also taken the decision to extend the opening hours of its instore Maxol Delis beyond the traditional 3pm close to 10pm. According to Brian Donaldson, this helps reinforce the businesses’ objective of being the go-to convenient food destination for communities and commuters at all times of day.
Non-fuel sales account for approximately 40% of gross profit, as the business continues to expand its food offering alongside other services, including car wash.
