Drive-offs have always been an unwelcome element in the running of a forecourt, but what was once an occasional frustration for the stations and members of An Garda Síochána alike, has become a routine and increasingly costly threat to our businesses. What’s more, it is a threat that is growing rapidly, largely unchecked, and – as things stand – with no meaningful deterrent.

Mounting Financial Stress

Fuels for Ireland estimates that more than €10 million is lost every year from forecourts across the country due to customers driving away without paying. That figure is a conservative one based on incomplete data, but it already represents a significant and unnecessary hole in the bottom line of an industry that operates on some of the thinnest margins in the retail sector. For many operators, the losses are even larger. Recent member reports  suggest some sites are now losing up to €40,000 annually to fuel theft. These are not minor incidents; they are material losses that directly threaten the viability of smaller businesses.

Despite the scale of the problem, there is a widespread reluctance by An Garda Síochána to treat drive-offs for what they are – theft. Too often, retailers are told that these incidents are a civil matter, that Gardaí are “not debt collectors”, or that there is little point in pursuing a case. The law is unambiguous: Section 8 of the Criminal Justice (Theft and Fraud Offences) Act 2001 defines “making off without payment” as a criminal offence. When someone fills their tank and drives away without paying, they are committing a crime. The refusal to investigate or prosecute sends a clear message to offenders – that they can act with impunity – and it leaves retailers exposed and unsupported.

A Reluctance to Enforce

The lack of meaningful Government attention to the problem is equally troubling. Perhaps it is not entirely unrelated to the fact that the State still collects excise duty and VAT on fuel that is stolen. Whether or not payment is made, the tax is due at the point of supply. This counterproductive incentive means that the Exchequer is insulated from the financial consequences of drive-offs, while small businesses are left to absorb the loss.

The facts are undeniable: it is small businesses who suffer. Consumers may assume that the brand name on the canopy or pump implies deep pockets and corporate resilience, but the reality is that most Irish forecourts are owned and operated by local families. They are community employers, often working 365 days a year, and they are the ones left carrying the financial burden when a thief drives away.

The problem is not confined to a few isolated incidents. Retailers are reporting repeated drive-offs by the same vehicles, increasing use of cloned or obscured number plates, and deliberate tactics to avoid identification. Some sites now experience multiple incidents per week. This is organised, habitual criminal behaviour – and yet it remains a low priority for enforcement.

It doesn’t have to be this way. In Britain – and indeed in Northern Ireland – an industry-run scheme, the British Oil Security Syndicate (BOSS), has been operating successfully for decades. BOSS uses a data-sharing mechanism, fully compliant with data protection legislation, to identify the registered keepers of vehicles involved in drive-offs and pursue recovery of the debt. It works: the scheme consistently recovers more than 90% of losses.

Fuels for Ireland has long argued for the establishment of a similar model in the Republic of Ireland. We have repeatedly made the case that a properly designed system – one that respects GDPR and the rights of vehicle owners – could make a substantial difference in tackling fuel theft. We have also pointed out the obvious inconsistency: access to vehicle registration data is already provided to toll road operators to ensure they can collect payment. It is almost impossible to understand why forecourt operators, who are suffering the financial impact of theft, cannot be given equivalent access to recover their losses.

The response from policymakers has so far, been unconvincing. We have been told that data protection law is an insurmountable obstacle, even as the same legal framework allows for extensive data sharing elsewhere in the transport system. This is not a legal problem; it is a political and policy choice. And it is one that leaves Irish forecourts uniquely exposed compared to our counterparts in the UK and other EU states.

Signs of Progress and a Path Forward

There are signs, however, of a shift in attitude. Fuels for Ireland has raised this issue directly with Jim O’Callaghan, Minister for Justice, and Alan Dillon, Minister of State for Small Business and Retail. We welcome the fact that both ministers appear more open to working with industry to find a reasonable, proportionate solution. But words will not solve this problem – only decisive action will.

Drive-offs are theft. They are not a civil dispute. They are not a minor inconvenience. They are a criminal act that inflicts serious financial harm on Irish businesses and distorts an already difficult trading environment. As an industry, we will continue to do everything we can to deter and prevent them. But it is time for Government and An Garda Síochána to step up too – to enforce the law that already exists, to support legitimate businesses, and to show that those who steal fuel from forecourts will face real consequences. Anything less should not be acceptable.

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Owen, whose sibling Dylan attended Barretstown camps, created a heartwarming design featuring two family members holding hands, symbolising love, connection, and the supportive community that Barretstown fosters.

The Heffernan family have attended Barretstown Summer and Spring Family Camps in recent years, where they experienced the charity’s unique programmes. They describe it as a “place where you can go as a family to recharge and forget about anything other than enjoying yourselves and spending time together. With the help of all the special volunteers it is a place of fun and laughter where brilliant memories are made.”

The new Bag for Life is available in Dealz stores nationwide, at a cost of €1.50 with proceeds directly supporting Barretstown’s work in restoring the lives of children and families affected by serious illness.

Olivia McLoughlin, Country Manager, Retail at Dealz said: “We’re so proud of our long-term partnership with Barretstown and for this special project showcasing Owen’s wonderful creativity and the impact that Barretstown has on its camper families.

“This bag is more than just practical – it carries a message of hope and togetherness, raising vital funds for the vital work of Barretstown. We look forward to giving shoppers the opportunity to show their support for Barretstown by buying a Bag For Life.”

Dee Ahearn, CEO, Barretstown added: “Owen’s design truly reflects the values at the heart of Barretstown – family, courage, and connection – and we’re delighted that he’s been given the opportunity to showcase his wonderful talent. We’re deeply grateful for Dealz’ continued partnership, which enables us to provide our therapeutic camps and programmes to even more families affected by serious illness. We hope everyone who picks up this special bag enjoys it, knowing it is helping to make a real difference.”

Proceeds from the sale of the special Barretstown Bag for Life will go towards funding Barretstown’s life-changing programmes, ensuring that more families like the Heffernan’s can experience the magic of camp, completely free of charge.

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After two successful years celebrating Ireland’s most exciting food and drink producers, Maxol has announced the return of its Homegrown at Maxol programme. The competition offers small and medium-sized Irish producers the opportunity to expand their business and see their products stocked across Maxol-owned stores in 2026.

Now entering its third year, Homegrown at Maxol has become a leading platform for nurturing local enterprise, and the programme not only offers free distribution*, but also mentorship, marketing support, and nationwide visibility, to help producers grow and scale sustainably.

Supporting Irish Producers
Launched in 2023, Homegrown at Maxol was created to celebrate the creativity, innovation and resilience of Ireland’s food and drink sector. Over the past two years, it has helped propel some of Ireland’s finest homegrown brands onto retail shelves from All About Kombucha, the inaugural Homegrown Champion from Galway, to All Real Nutrition, Blanco Niño, fiid, Parachute and The Foods of Athenry, among others.

Reflecting on the success of the initiative, Brian Donaldson, CEO of The Maxol Group, said: “Homegrown at Maxol has uncovered an incredible depth of talent within Ireland’s food and drink community. We’ve seen producers with passion, purpose and creativity take their products from small kitchens and local markets to store shelves across the country.”

“As we launch the 2025 programme, we’re continuing our commitment to supporting local producers who have the ambition to grow. Homegrown at Maxol isn’t just about shelf space it’s about giving producers access to our large convenience retail network, as well as mentorship and marketing visibility to support winners as they take their business to the next level.”

A Proven Launchpad for Growth

Since its inception, Homegrown at Maxol has provided a powerful platform for Irish producers to gain national recognition. Previous winners represent a diverse cross-section of Ireland’s vibrant food landscape from artisan confectionery and healthy snacks to plant-based meals and craft beverages.

The winning producers benefit from:

• Prime shelf space across Maxol stores in the Republic of Ireland
• Marketing and PR support, including in-store visibility, national promotion, radio advertising and digital exposure
• Expert mentorship from Maxol retailers and industry leaders
• Membership in the Homegrown at Maxol Alumni, a growing community of standout Irish producers

This combination of practical support and national exposure has already proven to be transformative for past winners. For many, Homegrown at Maxol has not only boosted sales and awareness but has supported innovation and new product development, while also supporting an ambition to scale the business strategically.

Recognising that nationwide distribution might be too big a step for some producers at this point, Maxol is also offering Homegrown winners the chance to shine regionally. As long as the product is made in Ireland, Maxol wants to see it. The programme is open to every Irish food and drink business ready to take the next step and applications are open now at www.maxol.ie/homegrown

Nikki Maguire, Head of Marketing at The Maxol Group, added: “The Homegrown at Maxol programme continues to go from strength to strength. It gives emerging Irish producers an invaluable platform to reach new audiences while benefitting from marketing expertise and national visibility. We’re proud to play a part in helping local businesses realise their potential and build brands that resonate with today’s consumers.”

How to Apply

Entry to the 2025 Homegrown at Maxol programme is now open.
Applications can be submitted via www.maxol.ie/homegrown until 31st December, with winners to be announced in February 2026 and launching into stores from March 2026.

The judging panel, which is made up of representatives from Maxol and its retail network as well as BWG Foods, will select up to five winning producers, each of whom will receive tailored support to help them grow, scale and connect with new customers.

“If you’ve ever dreamed of seeing your Irish-made product on store shelves across the country, now is your moment,” added Brian Donaldson. “We’re inviting all producers from artisan bakers to beverage makers to apply, share their story, and be part of something that’s truly shaping the future of Irish food and drink.”

Credit: Robbie Reynolds photography

Free distribution for a six-month period across stores in Republic of Ireland *

Citations – about the 2023 and 2024 winners

All Real Nutrition (Kerry)
Natural, high-protein snack bars made with Irish grass-fed milk protein and no artificial ingredients. Wrapped in plastic-free, home-compostable packaging and available in flavours like Almond & Vanilla, Peanut Butter and Choc Sea Salt.

Blanco Niño (Tipperary)
Authentic, gluten-free and vegan corn tortillas and chips made using traditional Mexican nixtamalisation and regeneratively farmed corn. Award-winning flavours include Lightly Salted, Chilli & Lime, Smoky Chipotle and Creamy Jalapeño.

fiid (Dublin)
Plant-based, ready-to-eat meals made from natural ingredients with no artificial additives. A certified B Corp and carbon neutral company, fiid’s dishes include Smoky Black Bean Chilli, Lentil & Sweet Potato Curry and Sundried Tomato & Lentil Ragu.

Parachute (Mullingar)
Ireland’s first CBD-infused soft drink brand, combining natural fruit flavours with 10mg of CBD in every recyclable can. Vegan, gluten-free and available in Lemon & Juniper, Pomegranate & Lime, and Apple & Ginger.

The Foods of Athenry (Galway)
A multi-award-winning family bakery producing handmade, gluten-free and vegan snacks using natural ingredients. Favourites include Fully Loaded Granola Bars, Caramel Rocky Road and Honeycomb Rocky Road Biscuit Bars.

The White Hag Brewing Company (Sligo)

Producers of contemporary craft beers inspired by ancient brewing traditions, combining bold innovation with classic Irish flavours.

Good 4 U (Sligo)

Family-run makers of 100% natural, high-protein snacks that are vegan, gluten free and high in fibre, nutritious fuel for healthy living.

Aunty Nellie’s (Cork)

Creators of delicious, handcrafted premium milk chocolate and nostalgic confectionery inspired by traditional Irish sweet-making.

Jo’s Absolute Nutrition (Dublin) Producers of gluten-free, high-protein, high-energy snacks made from natural ingredients to support active, balanced lifestyles.

All About Kombucha (Galway)

Makers of freshly fermented sparkling tea brewed from organic ingredients, championing natural flavour, gut health and sustainability.

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Part of Applegreen’s €50m plus investment in Ireland this year

Applegreen will open two new Taco Bell restaurants at Lusk Northbound on the M1 in Dublin and at Ballincollig in Cork before the end of this year, creating 60 new jobs.

Applegreen is embarking on a major refurbishment of both locations and will also add new M&S Food shop-in-shop outlets and new Crafted Kitchen & Deli operations at each site. A new Braeburn café will also be opening at the site in Lusk.

The upgrades, which are part of Applegreen’s €50 million plus investment plan in the Irish market for this year, will bring additional choice for consumers at both locations.

“We’re delighted to transform our existing sites at Lusk Northbound on the M1 and at Ballincollig in Cork with these new brands and significant in-store enhancements,” said Seamus Stapleton, Managing Director of Applegreen’s Republic of Ireland business.

“Our goal is to offer our customers passionate roadside hospitality by partnering with brands such as Taco Bell and Marks & Spencer, as well as enhancing our own brand offering with Braeburn Café, and Crafted. These enhancements are sure to delight our customers and provide an even better experience.”

Applegreen opened Ireland’s first Taco Bell restaurant at Dunshaughlin in Co Meath in mid-September and has plans to add further outlets across its Irish portfolio as part of a partnership with the US-based company.

Applegreen is also continuing to expand its highly successful partnership with M&S Food. With these two new upgrades, Applegreen customers at both Lusk North and Ballincollig will now have access to more than 400 M&S products available in-store, including fresh flowers, convenient and tasty lunch and dinner options, sandwiches, and fresh fruit and salads. M&S Food favourites including Colin the Caterpillar cakes, Percy Pig sweets and freshly baked M&S cookies will also be available at both locations.

Both Applegreen outlets will also feature a new Click & Collect service for M&S Clothing and selected Home product ranges, providing customers with the convenience of ordering quality clothing, home and beauty essentials online at www.marksandspencer.com/ie  and picking up their purchases for free instore.

With these new stores, Applegreen will now have 35 M&S Food shop-in-shop outlets and has plans to grow this number to more than 60 outlets in the medium term.

“Applegreen’s growing partnership with M&S supports our leading customer proposition in the Irish market and we are excited to continue investing in this first to market offer,” Mr Stapleton said.

Applegreen is also investing it is own branded offers at both Lusk North and Ballincollig. The new Crafted Kitchen & Deli will feature a range of new products and also existing customer favourites, such as chicken fillet rolls and breakfast rolls.

The new Braeburn Café at Lusk North will be the tenth standalone Braeburn Café within the Applegreen network, as the company continues to expand the footprint of its premium quality coffee offer.

The significant enhancements at Lusk North and Ballincollig are part of Applegreen’s €1 billion plan to expand its business in Ireland, the UK and the United States over the next five years.

Applegreen is one of Ireland’s leading retail hospitality brands. It opened its first service station in Ballyfermot in Dublin in 1992 and now operates almost 200 locations in the Irish market.

In Ireland, Applegreen is investing both in new locations and in upgrades to existing sites. It plans to further grow its partnerships with M&S Food, and with Taco Bell, and to continue expand its Braeburn Coffee brand – which is now available in more than 100 locations nationwide and at 10 Braeburn Cafés – and its new Crafted Kitchen & Deli offer.

Applegreen also has a very significant business overseas, with operations in Britain and the United States, and a total of more than 430 locations and more than 700 branded food offers across its global network.  Applegreen currently employs about 16,000 people across its business and has further plans for growth in all of its major markets. It had a turnover of almost €4 billion in its most recent annual accounts and its outlets serve about 180 million customers annually.

The company’s expansion plans are focused on acquiring and developing new sites in the markets in which it already operates, as well as upgrading and rebranding its existing locations.

In the US, Applegreen has 181 sites, and more than 300 branded food outlets. It recently started work on a new $70 million project to build four new highway service plazas in Colorado.

In the UK, Applegreen’s Welcome Break business operates 60 sites, including 36 motorway service areas, and 31 hotels. Applegreen plans to invest £400 million in its UK business, which employs more than 6,000 people, over the next five years.

Applegreen is also planning a major €85 million investment to further expand its EV charging networks in Ireland, the UK and the United States

Aaron Duggan, Director of Operations & Food Applegreen, Nayana Melton, Taco Bell, Vaida Dekaminaviciute, Taco Bell, Ian Cranna, General Manager Taco Bell Europe, at the official opening of Ireland’s first Taco Bell, at Applegreen in Dunshaughlin in September

Applegreen 13: Taco Bell at Applegreen in Dunshaughlin

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• Digitised delivery service launched offering freshly prepared food & convenience grocery products
• Car wash critical to the business – CEO introduces American style conveyor car washes
• Diversification strategy underway confirms CEO
• Multi-million Euro investment underway at Long Mile Road site in Dublin (photo attached of Brian Donaldson at Long Mile Rd site)

The Maxol Group has announced its full year trading figures for 2024. Group CEO, Brian Donaldson confirmed a strong performance following an investment programme of €70.5m million during the 2023-2024 trading period, bolstered by an additional €47.5m  in capital expenditure during 2025. The Group finished the year in a strong financial position, with no net bank debt and a substantial cash surplus.

• 2024 Group turnover was €786 million, an increase of 4% on 2023 (€756 million).
• 2024 Group profit before tax, before exceptionals was €33.3 million (€31.2 million in 2023).

According to Brian Donaldson, 2024 and 2025  have been defined by strategic investments, key acquisitions, and smart innovations, as the company expanded its offering with new sites, products and services.

Digital fresh food offering

Maxol also announced the launch of a new, freshly prepared  meal delivery service, designed to support the growing evening economy.  The latest tech-driven innovation will initially be trialled at three Maxol locations, Donabate, Ardbrae, and Longmile Road. It’s a significant development that will see Maxol evolving its fresh food offering,  meeting changing consumer lifestyle trends through smarter, more connected retail experiences for every time of day.

Using a leading delivery aggregator to fulfil orders, Maxol has signed an exclusive 18-month deal with restaurant platform, Noahs to digitise meal solutions that can be ordered online alongside some of the forecourt convenience retailers’ most popular convenience grocery lines.

Noahs will provide Maxol with leading chefs to advise on new menus,  assist in the design of kitchens and provide comprehensive operating systems to offer a best-in-class solution available from a phone app, online or instore using touch screens.  “We already offer an extensive range of freshly made meal solutions, but this takes our offering to a whole new level and potentially, to a whole new set of customers,” said Brian Donaldson. “Our fresh food offering is primarily focused on breakfast through to lunchtime but starting 2026, customers can enjoy cooked-to-order, high quality meals such as pizza, Mexican bowls, burgers and much more, that will be delivered straight to their door.”  This move underscores Maxol’s transformation into a leading convenience food retailer, with non-fuel sales accounting for around 40% the company’s gross profit.

Ambitious growth strategy

Backed by an ambitious growth strategy, The Maxol Group has made 14 site acquisitions during the 2023-2025 period, redeveloped or retrofitted 27 of its existing sites and is rolling out a further four of its store within a store concepts with Dunnes Stores, following a successful pilot trial in Dublin.

€4.45M investment in Maxol Long Mile Road

Maxol recently started a €4.74m redevelopment programme at Maxol Long Mile Road in southwest Dublin. The well-known site occupies a prime position at the junction of the Naas, Long Mile and Nangor Roads, a key arterial route between Dublin and Cork and Dublin and Limerick. The multi-million Euro  investment, which excludes the cost of a future EV Hub, marks Maxol’s largest single redevelopment in more than five years. The project involves the demolition of the existing shop and the construction of a brand new 547 sq. metre retail facility, a significant increase from the former 340 sq. metres.

The new development will see the integration of the adjacent Beechlawn Motors site, which has been demolished to provide more space for parking, a relocated car wash, four EV charging bays, as well as dedicated motorcycle and bicycle parking. Customers can look forward to an expanded Maxol Deli, a Zambrero Mexican-style restaurant, and a new drive-through Burger King. The shop will also feature general retail (100 sq. metres), an off-licence, additional seating accommodating 48 customers, and modern customer washroom facilities.

Brian Donaldson said: “This is one of our most ambitious redevelopments and represents a significant investment for Dublin. The new Long Mile Road service station will provide a modern, vibrant and more sustainable retail and forecourt experience, with exciting new food offers reflecting our repositioning as a leading convenience retailer, with food, coffee, grocery and car washing services driving growth. An EV Hub with four chargers will open in 2026”

2025 acquisitions

Maxol completed five site acquisitions in 2025:

Carnmore, Galway, which strengthens Maxol’s presence in the west of Ireland.

Three sites in Dublin that are undergoing a €1.1m+ retrofitting programme, including the introduction of Maxol’s store concept featuring the Maxol Deli and ROSA Coffee stations.

• Spawell Auto stop, Spawell, Templeogue
• Coolquay Service Station, The Ward, Dublin 11
• Crosslands Service Station, Clondalkin, Dublin 22

The most recent acquisition, which was confirmed this week, is the acquisition of Danos Mallow, Cork, currently operating under the symbol store brand Centra.

2025 redevelopments

Flagship store redevelopments include a recently announced €1m investment in Maxol’s M3 Mulhuddart service station in Dublin, delivering a significant upgrade including a new Supermac’s drive-thru, the introduction of Papa John’s Pizza and Zambrero, a leading global Mexican restaurant, strengthening the existing offering, which also includes Insomnia, Maxol Deli and its proprietary ROSA Coffee range.

Maxol Ballinrea in Cork has benefited from a recent €120k investment focused on refurbishing the shop and upgrading the forecourt signage, as well as improving the internal layout and customer facilities. The site now features Maxol’s latest signature ROSA Coffee, Maxol Deli, convenience store, and an in-store bakery, offering a wide selection of quality food and drink options.

Maxol Enniscorthy in Wexford has been transformed into a more modern, convenience-led destination following a €400k refurbishment programme

Expansion of Dunnes Stores trial

Following the successful introduction of the Dunnes Stores Simply Better premium convenience range at Maxol Templeogue, this store within a store concept will be trialled at four more Maxol sites.

The alliance between the two family-owned Irish businesses will extend to Maxol Newbridge (Kildare), Maxol Sandyford (Dublin) and Maxol Donabate (Dublin) before year-end, followed by Maxol Dooradoyle (Limerick)  in early quarter one 2026.

Brian Donaldson said, “We looked at what was important to our customers and set about developing an alliance that enables us to offer even more choice, convenience and value, together with a wide range of high-quality ingredients and meal solutions from both the Maxol and Dunnes Stores stables. Customer reaction to the introduction to Maxol Templeogue of some 350 Dunnes Stores Simply Better and Dunnes main branded products has been phenomenal, and I believe it will be a winning formula as we trial even more stores and communities across the country.”

Car Wash – critical to success of the business

With an estimated 784k cars passing through a Maxol car wash in 2025, Maxol is taking steps to redefine what it means to deliver for customers beyond fuel. Car wash has become a critical and growing part of the operation, with Brian Donaldson explaining that it is a core service that strengthens customer loyalty and reputation, while driving repeat visits. Recognising the evolving expectations of motorists, Maxol is rolling out an American-style conveyor car wash technology representing a major leap forward in speed, quality, and customer experience.  This innovative  car wash system is already operational at two Maxol stations in Dublin, following the company’s acquisition of sites in Spawell and Coolquay earlier this year.

Planning applications for the conveyor car wash system that combines advanced automation with precision will be lodged shortly for five of Maxol’s existing sites in Limerick, Cork, Dublin, Belfast and Derry.

Looking ahead, 2026 will further mark the next stage of Maxol’s innovation journey with the planned launch of a car wash subscription model, giving customers unlimited access for a simple monthly fee. This approach not only delivers convenience and value for drivers but eliminates individual payments and will offer access to even more loyalty rewards through the Maxol loyalty app. Car wash is one of a number of areas where Maxol is setting new benchmarks for service and innovation within the forecourt sector and Brian Donaldson said: “This expansion underscores our commitment to innovation and customer satisfaction and I believe this will help position Maxol at the forefront of the next generation of forecourt retailing.”

Diversification for growth

Brian Donaldson said that as part of Maxol’s ongoing growth strategy, the company is actively exploring opportunities to diversify the business through investments in both complementary and non-complementary sectors.  “As our core business evolves, we are looking at ways in which to diversify our offering and have an open mind as we begin the process.  Our future offering could encompass anything from speciality foods, wholesale operations and additional quick-service restaurants to car parts, vehicle or truck sales. We’re open to exploring a wide range of opportunities and as long as a business is well-established, well-managed and high-performing with strong prospects for growth, we’ll consider it as part of our diversification strategy.”

Technology adoption

Maxol uses AI and similar tools to help improve efficiencies by removing some of the routine tasks that have been historically labour intensive such as fuel pricing, automatic stock replenishment and forecasting models.  Brian Donaldson explained that Maxol has embraced AI in the business and is currently using Generative AI in Marketing, forecast models, HR, and Desk Research.  “I believe AI can play a positive role in our business but only if it is used appropriately and we have clear rules on who, what and where it can be used,” said Brian Donaldson. “We have developed AI policies around data protection and risk mitigation, and already it has helped enormously, eliminating some of the day-to-day administrative burden, allowing us to focus on the people-led side of the business. We see AI as a tool to help serve our customers better. ”

Headwinds

Notwithstanding the growth and innovation within the business, Brian Donaldson highlighted challenges impacting the forecourt retail convenience sector, and the economy more broadly, including a more cautious consumer, a slower transition to EV adoption and the rising cost of doing business.

Future of fuels

“The Government’s ambition to achieve a 100% transition to electric vehicles (EVs) by 2030 is increasingly being viewed as overly ambitious, with the shift to EVs happening far more slowly than anticipated,” said Brian Donaldson. Today, sales of EVs account for just over 18%1 of the new car sales market in ROI, up from 12% in 2024 and a clear signal that barriers to adoption remain.

“The challenges are the same as they have always been, such as the urgent need for grid reinforcements to support large-scale electrification and faster planning decisions to accelerate the rollout of charging infrastructure. While hydrogen remains prohibitively expensive for motorists, alternative fuels such as biofuels and hydrotreated vegetable oil (HVO) are emerging as realistic transition options, particularly for commercial drivers. Meanwhile, it’s clear that consumers are taking a cautious approach, with many opting for hybrid vehicles as a stepping stone towards full electrification.  Hybrids represent more than 37% of the market, a factor that policymakers and industry leaders can no longer afford to overlook when it comes to setting targets and incentivising the market.”  Maxol believes that the opportunities for HVO in motoring, agriculture and aviation are significant, but that the government needs to reduce the duty on sustainable fuels to help encourage and grow adoption.

While Maxol’s investment strategy includes the roll out of more ultra rapid EV hubs and chargers, building on the existing three dedicated EV hubs and 10 standalone chargers – Brian Donaldson confirmed that the slowdown in EV adoption is impacting the pace at which the business is developing its EV charging network.

Cost of doing business

Maxol would like to see the cost of doing business addressed more keenly by government, particularly for small businesses, many of which are being challenged by rising energy and insurance costs together with the cost of labour.

“Recent social reform measures, including the latest 65c per hour increase in the minimum wage from 2026, continue to significantly increase the cost of labour at a time when businesses are already contending with volatile energy prices, triggered by geopolitical instability.  Rising insurance and other operational costs, alongside additional regulatory burdens, are intensifying cost pressures and potentially delaying capital expenditure, decision making and investment in new hires. Planning processes remain uncertain, costly, and protracted and it’s not a conducive environment in which to operate.  Doing business has become more complex and more expensive and there is a real need to bolster support for existing businesses, and start-ups in particularly, to help foster innovation and drive positive market dynamics.”

Innovation aligned to values

Brian Donaldson confirmed that he was looking ahead to 2026 with confidence amid further plans for growth as part of The Maxol Group’s five year, €193m investment strategy (2023-2027), with a particular focus on food, retail convenience and car wash services.  “We will continue to innovate with new and expanded food concepts, redeveloped modern sites and digitised services to create market-leading service stations,” said Brian Donaldson.

“Notwithstanding our position as a modern, dynamic, technology and data-led business, our values as a family owned business will continue to guide our decision-making, and we will focus on servicing local communities and working with local people who understand local dynamics.”

Fast Facts

• Operating as an Irish family business for more than 105 years, Maxol employs 85 people directly and more than 1,300 indirectly across the island of Ireland.
• There are 247 Maxol sites in Ireland. 125 are company owned (92 in ROI, 33 in NI) with 122 supplied under the Maxol brand and operating as independent dealer-owned sites (54 ROI, 68 in NI).
• In 2025 six million cups of coffee will be sold across Maxol stores; five million Maxol ROSA Coffee cups and 1 million Barista coffee in NI, representing an increase of 10% on 2024.
• More than 74k customers have downloaded the Maxol loyalty app to avail of special offers, promotions and its FuelPay function, allowing customers to pay for their fuel from the comfort of their vehicle.

*September 20251 market share by engine type 2025: Petrol 25.41%, Hybrid (Petrol Electric) 22.62%, Electric 18.39%, Diesel 17.15%, Plug-In Electric Hybrid 14.82%  

www.simi.ie

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