Daybreak hosts retailer conference

Musgrave Group chief executive Chris Martin was one of the speakers to address this year’s Daybreak Retailers Conference
Musgrave Group chief executive Chris Martin was one of the speakers to address this year’s Daybreak Retailers Conference

This year’s Daybreak Retailer Conference held on 2 October had the theme of ‘Winning in the new world’



29 October 2013

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‘Winning in the new world’ was the theme of this year’s Daybreak Retailer Conference, held in the Druid’s Glen Hotel and Resort in Co. Wicklow on Wednesday, 2 October. The Daybreak group believes this will be achieved through driving sales and making money, by working together and getting the basics right every time.

The aim of Musgrave Wholesale Partners over the last two years was to emerge stronger from a difficult trading period and this has happened with over 200 Daybreak stores trading nationally. Daybreak now claim to be Ireland’s fastest growing symbol group with over 60 stores opened in the last two years.

Key Musgrave personnel spoke at the conference, outlining how they believe the Daybreak brand and its retailers can successfully work together to continue driving each store’s sales and profits. Speakers included Chris Martin, Noel Keeley, managing director, Musgrave Wholesale Partners, Paul Kerrigan, Musgrave MarketPlace director, Michelle Fennell, marketing director, Sheena Forde, commercial director and Alan Cunningham, finance director.

A key area of focus for the Daybreak brand, which was reflected throughout the conference, is the group’s commitment to offering value for money to shoppers. A range of offers are selected every cycle to include core branded lines, meal deals and a seasonal range to maximise occasions in-store. The offers are supported with a leaflet that is distributed to over two million households annually.

Another major focal point for the Daybreak Brand over the last year, has been to develop ‘hero categories’ that drive consumer footfall and ensure that stores deliver an excellence in-store experience to their shoppers.

Over the last year Musgrave Wholesale Partners has been working with suppliers to develop and source new and exciting ranges and concepts to support the hero categories in-store.

The Daybreak fresh in-store bakery, "Our Bakery" was launched at the conference. The range has been carefully selected and combines popular favourites such as French bread and Danish pastries with a range of artisan and traditional loafs and scones.

The Daybreak hot and cold food-to-go concept was also launched and includes handheld snacks, Hot Burrito Wraps, Hot Sub Rolls and Our Favourite sandwiches. The Daybreak exclusive recipes are supported with in-store point of sale, execution guides and new packaging.

The Daybreak fresh bean to cup coffee concept was introduced at the conference also. The new Perfect Blend espresso bean is 100% Arabica which has been carefully roasted to coax the flavours from every bean, to create a smooth, full-bodied coffee every time.The new concept includes new branding for coffee units, a detailed execution guide of how to make the best coffee and in-store point of sale to support the offer and educate Daybreak shoppers on Perfect Blend.



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