Eurospar retailers have achieved impressive growth within the bakery category, with scratch bakeries now in 35 Eurospars nationwide

Q&A with…Malachy Hanberry, managing director, Eurospar


Brand Central

25 October 2022

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Name of group: Eurospar

Number of Stores nationwide: 51

Managing director: Malachy Hanberry

Typical store size: 800-1300sq m

Head office: BWG House, Greenhills Road, Tallaght, Dublin 24, D24 Y722

Wholesale partner: BWG Foods

Type of distribution network: BWG National Distribution Centre (NDC) servicing fresh, ambient and alcohol to all Eurospars nationwide


Social Media: Facebook: @eurosparireland, Instagram: @eurospar_ireland

Tagline: The Supereasy Supermarket

Malachy Hanberry

Q: Working in partnership with retailers, what support and advice do you provide to enable them to run their businesses more successfully?

A: Eurospar’s SuperEasy Supermarket estate is built upon the mutual desire to develop true partnerships between brand owner and independent retailer, working together to develop a community-based network of supermarkets that cater to those communities in which Eurosar supermarkets are embedded. The success of the network is underpinned by the shared ambition of a unifying shopper proposition encompassing: Fresh food, great value, exceptional service, unrivalled availability, compelling rewards and enjoyable shopping experiences. Eurospar Ireland places a huge emphasis on retailer relationships and, as a result, guarantees that its retailers get the best individual service, advice and support from every member of the Eurospar Retail Operations Advisors’ team. This dedicated team is focused on making life as simple as possible for retailers by assisting them to drive their sales and maximise their margin.

Q: How have you innovated to deliver in-store concepts and a store design that consumers are drawn towards?

A: Through BWG’s Food & Beverage Innovation team, Eurospar is constantly developing new ranges exclusively for Eurospar retailers and their customers. For example, because of this innovative spirit, sales of in-store prepared meal solutions and freshly baked goods across Eurospar stores have jumped significantly in recent years, which has also led to even further expansion of their fresh and chill selling space in stores. Bakery is another area where Eurospar retailers have really grown with scratch bakeries now in 35 Eurospars nationwide with demand for freshly baked breads and confectionery products making us the go-to destination each day of the week.

Q: As the cost-of-living-crisis continues to affect consumers’ budgets, value-for-money has become even more important. How are you ensuring you provide the best value and promotions possible for your retailers?

Eurospar’s ‘Famous for Great Value Wines’ commitment delivers a vast range of exclusive BWG Foods’ agency wines to suit all pockets

A: Eurospar supermarkets have always been competitive on price. Our promotional offers remain best in class and our SuperEasy Rewards exclusive member offers add a further dimension to value in Eurospar. Eurospar offers a three-week promotional cycle of offers, overlaid with regular week-long tactical activity that is featured heavily across traditional and social media formats. Shoppers are exposed to our offers via handbills, in-store POS, in-store radio, national press and radio as well as national and targeted social media. Our Price Match or Better and Price Check programmes also provide reassurance to shoppers that our pricing across the store is competitive in the supermarket sector.

We are also very proud of our unique ‘Famous for Great Value Wines’ commitment, which delivers a vast range of exclusive BWG Foods’ agency wines to suit all pockets, and our unique price-point merchandising structure ensures simplicity in the wine shopping experience.

Q: How extensive is your brand marketing programme and how do you ensure your messaging resonates with consumers?

A: Eurospar’s marketing strategy is based on six pillars designed to cement our position as the Supereasy Supermarket; namely, Freshness, Choice, Value, Rewards, Service and Experience.

Eurospar Supermarkets operate as community supermarkets and in adopting these pillars, our retailers are committing to serving those communities in which they are embedded and make decisions for their supermarkets based on making shopping Supereasy for their customers.

The Eurospar marketing programme establishes the brand as the Supereasy Supermarket and communicates this position through:

  • Driving value by giving shoppers the best value for money on everyday products and special offers
  • Driving value through the Spar own brand range, which consists of various ranges from the Spar Eco Range to Spar Natural, providing our shoppers an easy and affordable alternative;
  • Our SuperEasy Rewards programme enabling shoppers to avail of rewards and member-only pricing on certain offers as well as offering customers the chance to collect points which can then be used against their shopping;
  • Our Famous for Great Value Wines offering and our Famous for Fresh commitment;
  • Our Eurospar Supereasy Supermarkets also commit to providing the best possible shopping experience for our customers as well as providing exceptional customer service: what our shoppers need when they need it.

Q: How are you working to support local Irish suppliers and deliver quality Irish produce for your retailers?

A: As one of Ireland’s largest wholesale and retail companies, BWG Foods has dedicated relationships with more than 100 Irish suppliers. Our commitment to Irish produce is a key strategic element of our buying and we have a strong track record of supporting Irish suppliers both large and small across the country through BWG’s partnership with independent Eurospar retailers.

Q: How would you sum up your main goals for the next 12 months?

A: The next 12 months are very exciting for the Eurospar brand as we will be finalising and launching a refreshed strategy for our retailers, featuring a significant number of new initiatives designed to help grow the brand and further strengthen the position our Eurospar retailers enjoy in the communities they serve.




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