BWG Foods accelerates MACE growth as retail sales surge to €470 million

21 new stores added in the past two years, with continued investment in store standards, innovation and quick commerce partnerships

BWG Foods has revealed the continued strong performance of its MACE business, underpinned by robust retail sales growth, sustainable network expansion and ongoing investment across store standards, technology and innovation.

The business performance reflects significant progress against the brand’s multi‑year growth and investment strategy, Partners for Ambition, and was shared with MACE retailers and partners at the retail group’s Convention event held at the Castlemartyr Resort in Cork. This strategy was aimed at supporting long-term growth, enhancing retailer profitability and reinforcing MACE’s position as one of Ireland’s leading convenience retail brands. Since the launch of the strategy in 2024, €20 million has been invested in a wide range of initiatives aimed at driving growth across the MACE network.

Following this investment, MACE has delivered 18 percent growth over the first two years of the strategy, pushing retail sales to €470 million over the past 12 months. This momentum in growth has been bolstered by the active expansion of the MACE network, with 21 new stores added over the past two years, significantly enhancing the brand’s visibility and accessibility for consumers.

Continued investment in store standards alongside this growth has been a key driver of this performance. A renewed focus on store refits has seen 48 stores upgraded, delivering an average 12 percent uplift in sales, reinforcing the importance of high-quality in‑store experiences to drive footfall and spend.

Marketing also remains a core differentiator for the brand, with MACE maintaining leadership across traditional and social media channels through the Johnny Sexton campaigns while also leveraging social media engagement to support promotional activity and drive sales.

MACE has also continued to strengthen its quick commerce offering, supported by partnerships with major technology platforms such as Just Eat and Deliveroo. Participating stores are now experiencing additional sales through quick commerce channels, reflecting growing consumer demand for tech-enabled, convenience-led shopping solutions. This focus has complemented broader investment in innovation, including the planned rollout of kiosk ordering units to enhance the efficiency of MACE’s popular foodservice offerings, alongside automation initiatives designed to reduce back‑office labour requirements.

MACE is led by Sales Director Keith Crawford, who was appointed in 2023 to oversee the delivery of the brand’s growth strategy in close collaboration with the MACE Retail Council.

Keith Crawford, MACE Sales Director, BWG Foods, said: “Momentum across the MACE network reflects the strength of our retailer partnerships and our continued focus on investing in the areas that matter most: better store standards, increased innovation and unparalleled convenience for today’s shopper. Our retailers are ambitious, and we remain committed to supporting that ambition through sustained investment, continuing to deliver on our long-term strategy for the years ahead.”