Maxol, Northern Ireland’s leading family-owned forecourt and convenience retailer, announced the winners of the prestigious Excellence Awards 2025 at their Retail Conference, held recently at The K Club, which culminated in a Hollywood-themed gala dinner.

The annual Awards promote excellence in service station standards, customer experience and community engagement and are rigorously assessed through a combination of station and store standards audits, mystery shopper visits and a review of each store’s community engagement including fundraising activities for Maxol’s nominated charity, Guide Dogs NI.

In the four Excellence Award categories, the company-owned winners were announced as follows; Maxol Edenderry in Belfast received Store of the Year following their outstanding performance across Standards, Customer Experience and Community Engagement. Licensees John and Sharon Bailey lead by example and are truly “at the heart of it” managing the busy service station with a huge focus on support for local community events.  Maxol A26 Tannaghmore in Ballymena was awarded Excellence in Standards while Maxol Cherryvalley in Belfast was awarded Excellence in Customer Experience. Maxol Glenabbey in Glengormley operated by Peter Robinson and his team was awarded Excellence in Community Engagement, for their exceptional efforts to support Maxol’s charity partner Guide Dogs NI and raising over £2,500 for Guide Dogs NI.

The independent dealer winners were The Phoenix Maxol in Ballymena for Store of the Year. McBride’s Maxol in Enniskillen won Excellence in Standards for delivering excellence across the forecourt, customer service, and in-store experience. Maxol EUROSPAR Hillcrest in Portrush achieved best in class and an awarded Excellence in Customer Experience while Maxol EUROSPAR Donegall Road in Belfast was recognised for Excellence in Community Engagement, for their wide-ranging efforts for the local community.

Brian Donaldson, CEO of The Maxol Group, said:  ”For nearly thirty years, the Excellence Awards have helped our business to champion a culture of best practice across our growing network of service stations.  I am delighted to celebrate our best-in-class retailers and their staff who put themselves at the heart of their local community and who help to drive our continued success.

“I’d like to offer my warmest congratulations to all of the winners and their fantastic teams who ensure our customers enjoy the very best of Maxol in the heart of their local community every day and who help us to set new standards in the forecourt and convenience sector.”

Winners 

Company-owned service stations:

• Store of the Year: Maxol Edenderry, Belfast

• Excellence in Standards: Maxol A26 Tannaghmore, Ballymena

• Excellence in Customer Experience: Maxol Cherryvalley, Belfast
• Excellence in Community Engagement: Maxol Glenabbey, Glengormley, Belfast

Independent Dealer service stations

• Store of the Year: The Phoenix Maxol, Ballymena

• Excellence in Standards: McBride’s Maxol, Queen Street, Enniskillen

• Excellence in Customer Experience: Maxol EUROSPAR Hillcrest, Portrush

• Excellence in Community Engagement: Maxol EUROSPAR Donegall Road, Belfast.

The Phoenix: Pictured from left is Peter McCool, owner, The Phoenix Maxol in Ballymena with Brian Donaldson, CEO, The Maxol Group.

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• 8 stores crowned winners including Store of the Year as Cork sweeps leaderboard
• Winners show ‘commitment to customers and communities,’ says CEO Brian Donaldson

Maxol has announced the winners of its annual Excellence Awards with County Cork dominating the scoreboard, winning six of the eight awards. The winners were presented with their awards at a gala dinner during Maxol’s Retail Conference, which was recently held at The K Club.

The annual awards programme promotes and rewards excellence in station and store standards, customer experience, and community engagement across Ireland. The accolades are presented to both company-owned and independent dealer-owned service stations and standards are stringently assessed through a combination of audits by external assessors, site audits by regional managers, the team from head office, and mystery shopper visits.

In addition, each store’s community engagement for Maxol’s nominated charity partner, Irish Guide Dogs for the Blind is included in the assessment of the overall programme.

The 2025 Excellence Awards winners in the company-owned network were:

• Maxol Carrigaline in Cork, operated under licence by Shane Cantillon, who took home the top prize: the highly coveted Overall Store of the Year 2025Award – making it a hat trick for this year.
• Maxol Clonakilty in County Cork, operated under licence by Shane Cantillon, was awarded Excellence in Standards, following on from the site’s success as Store of the Year in 2024.
• Maxol Wilton in Cork, operated under licence by Ruaidhri O’Hare, was awarded Excellence in Customer Experience.
• Maxol Ballinrea in Cork operated under licence by Shane Cantillon, had a well-deserved win receiving the Excellence in Community Engagement Awardfor raising over €3,000 for Irish Guide Dogs for the Blind as part of Maxol’s PAWsome Fresheners campaign.

In the independent dealer network the winners were:

• Danos Maxol in Mallow, awarded Overall Store of the Year, operated by Donal O’Mahony.
• Coleman’s Maxol on Millstreet awarded Excellence in Standards,operated by John & Mary Coleman.
• Sheahan’s Maxol on the Muckross Road in Kerry awarded Excellence in Customer Experience,operated by Aisling Sheahan.
• In Kilkenny, Eivers Maxol, won Excellence in Community Engagementfor the second year, operated by John Eivers.

Brian Donaldson, CEO of The Maxol Group, said: “Every year, the Excellence Awards allow us to shine a light on the incredible standards, customer service and community spirit delivered by our retailers, and this year’s winners have truly raised the bar again. From exceptional standards on the forecourt, and in-store experiences to meaningful local engagement, our dedicated retailers and their teams continue to demonstrate what the Maxol brand stands for.

“It is particularly encouraging to see such strong performances across our company-owned and independent dealer networks, and I want to congratulate all our winners, especially those in Cork, who enjoyed remarkable success this year. Their commitment to their customers and communities is something at Maxol that we are extremely proud of.”

LIST OF WINNERS

Company-owned winners

• Excellence in Standards: Maxol Clonakilty, Cork Operated by Licensee Shane Cantillon
• Excellence in Customer Experience – Maxol Wilton, Cork, operated by Licensee Ruaidhri O’Hare
• Excellence in Community Engagement: Maxol Ballinrea, Cork, Operated by Licensee Shane Cantillon
• Store of the Year: Maxol Carrigaline, Cork, Operated by Licensee Shane Cantillon

Independent Dealer network winners:

• Excellence in Standards: Coleman’s Maxol Millstreet, Cork, Operated by Independent Dealers John & Mary Coleman
• Excellence in Customer Experience: Sheahan’s Maxol, Muckross Road, Kerry, operated by Independent Dealer Aisling Sheahan
• Excellence in Community Engagement: Eivers Maxol, Kilkenny, operated by Independent Dealer John Eivers.
• Store of the Year: Danos Maxol Mallow, Cork, operated by Independent Dealer Donal O’Mahony

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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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• 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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Maxol has officially reopened its Enniscorthy Service Station on Bellefield Road following an investment of more than €400,000, to transform the site into a more modern, convenience-led destination for the local community.

The new-look deli now includes a southern fried chicken counter serving hand-breaded crispy fried chicken, while the ROSA Coffee offering has been expanded with the installation of a third machine and the addition of oat drink options to meet changing customer tastes. A larger in-store bakery has also been introduced, featuring a bespoke display area and an extended range of fresh breads, pastries, and cakes. A fresh cream cakes fridge has also been added to the deli counter.

The shop floor has been completely refreshed with new flooring, ceilings, shelving, and modern illuminated signage. Customers can now enjoy an even wider choice thanks to an expanded chilled food and drinks range, while the off licence has also been upgraded with a brighter, more contemporary look and additional refrigeration for wine and beer. The seating area has been upgraded, with new tiled tables, bookshelves, and a ROSA Coffee signature wall providing a welcoming environment for those who wish to sit and relax.

Significant investment has also gone into improving energy efficiency and giving the site a fresh new look. The forecourt has been fully rebranded with modern signage and design features, while inside and out the service station has been brightened and refreshed to create a more welcoming experience for customers.

Commenting on the reopening, Kevin Frayne, licensee of Maxol Enniscorthy, said: “We’ve been proudly serving the Enniscorthy community and surrounding areas for over 18 years and are very much part of the fabric of this locality. Many of our customers are familiar faces, we know them by name and it’s really important to us that we continue offering the best possible service and experience. The feedback since reopening has been fantastic. Whether it’s grabbing a fresh coffee, a bite from the Maxol Deli, or picking up something from the bakery, we’re thrilled to welcome customers back through our doors.”

The upgraded site also includes indoor seating and ample parking, making it even more convenient for shoppers, commuters, and those passing through.

Brian Donaldson, CEO of The Maxol Group, added: “This investment in Enniscorthy brings our latest innovative forecourt model to the local community, offering a combination of convenience, quality food, and excellent service. Wexford is a key region for Maxol, and this project is part of our continued commitment to evolving our network to meet the needs of today’s customer. We wish Our Licensee, Kevin Frayne, together with his team, continued success in Enniscorthy.

The works at Enniscorthy form part of Maxol’s multi-million nationwide investment programme, focused on transforming sites into convenience-led destinations that deliver high-quality food, everyday groceries, coffee, and essential services.

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