Fueling sales
Ireland’s forecourt retailers are setting a high standard on the global stage, writes Ryan Brennan
Print23 June 2025
Modern forecourts have transformed into retail destinations in their own right, offering fast, fresh, and functional options for people on the go. From premium snacks to grab-and-go drinks and everyday essentials, convenience is king.
Ireland’s forecourt retailers are setting a high standard on the global stage, combining efficiency with exceptional quality and customer service. From family-run operations to major national chains, forecourts across the country are redefining what consumers expect from convenience retail. With an eye on sustainability, technology, and locally sourced products, they’ve managed to create spaces that feel both welcoming and future focused. Whether it’s a barista-quality coffee, artisan sandwich, or a full meal-to-go, these retailers are consistently delivering excellence. Their adaptability and innovation continue to position them as vital hubs in communities nationwide.
Applegreen to launch Taco Bell in Ireland
Applegreen is to open Ireland’s first Taco Bell Mexican-inspired restaurant following a new partnership agreement with the US-based company.
Applegreen will open Ireland’s first Taco Bell restaurant this summer and plans to open Taco Bell outlets at a number of its Irish locations over the next five years.
“We are really excited to announce this partnership to launch the iconic Taco Bell brand in Ireland,” said Seamus Stapleton, Managing Director of Applegreen’s Republic of Ireland business.
“This partnership underscores our commitment to bringing world-class roadside hospitality to our customers, offering them greater choice and quality while they travel. We are constantly investing in our locations, and I’m sure Irish consumers will be very excited at the arrival of Taco Bell.”
Taco Bell, which is based in Irvine, California, has over 8,700 restaurants worldwide. Known for its craveable and bold Mexican-inspired flavours, Taco Bell’s menu offers a variety of delicious products and unique tastes. Consumer favourites include the famous Crunchy Taco plus Burritos, Quesadillas, Nachos, and the iconic Crunchwrap Supreme.
Applegreen to enhance its partnership with Marks
Irish roadside hospitality brand Applegreen will enhance its partnership with Marks & Spencer by opening 20 new M&S Food stores by March 2026.
The expansion represents a substantial investment and will bring the total number of M&S Food stores operated by Applegreen to 41 by the end of 2025, with ambitions to increase this figure to 60 in the medium term.
The initiative will introduce more than 400 M&S Food products at each new location, expanding Applegreen’s offerings and improving convenience for customers.
The rollout has already commenced, with the first outlet launched in Ennis at Applegreen’s Limerick Road site in February 2025.
Applegreen M&S operations head Mark Ryan stated: “Our partnership with M&S has been working really well over the past two years, and we’re delighted to be bringing M&S Food at Applegreen to 20 additional locations this year.
Extra Members can enjoy Circle K’s Hot or Iced Coffee for €2.50
Circle K, Irish fuel and convenience retailer, is offering all coffee’s, any size, hot or cold* for a fraction of their usual cost. This June, members of Circle K’s loyalty and rewards programme, Extra can enjoy a cappuccino, a refreshing iced coffee, a cup of tea or even the brand new matcha latte for just €2.50 across stores nationwide, excluding Circle K Express.
The entire range of Circle K’s hot and iced coffees – from lattes and cappuccinos to americanos and iced mochas will be €2.50 until the end of June with no cap on redemptions. What’s even better, Extra members also get every 7th drink free on the Circle K app.
Speaking about the offer, Ciara Foxton, managing director of Circle K Ireland said:
“We know that Irish consumers love their coffee – and that drinks like matcha and iced lattes are more popular than ever.”
To find your nearest Circle K store, visit circlek.ie. For more information, visit Circle K Ireland on Facebook, or @circlekireland on X and Instagram.
Innovating food retail through sustainability
Lorraine Brophy, chief operating officer, Maxol
Question 1:
Q: How are you continuing to innovate within your food offering to provide consumers with greater variety, meet their evolving needs, and align with the latest food trends?
A: To continue innovating within food offerings and meet evolving consumer needs, there are several strategies we are considering. Firstly, we regularly gather insights from consumers through surveys, focus groups, and social media to help identify emerging trends and preferences.
There is a growing emphasis on health & wellbeing and offering options that cater to dietary restrictions (gluten-free, vegan, low-carb) and incorporating superfoods can attract health-conscious consumers.
Another trend is innovation around sustainable sourcing and packaging, which really resonates with environmentally conscious consumers. This includes using local ingredients, reducing food waste, and adopting eco-friendly packaging solutions.
We feel that by continuing to develop our convenient meal solutions by taking all the examples above into consideration, we can meet the needs of busy consumers looking for quick and easy dining options that keep up with market trends.
Question 2:
Q: What key changes or emerging food trends do you anticipate shaping the food retail sector in 2024?
A: As we look toward 2025, there is a significant number of changes emerging in food trends as well as the overall retail experience.
I mentioned sustainability being one of the key innovation areas and this is because sustainability is becoming a non-negotiable aspect of food retail. Brands/Suppliers will be expected to adopt circular economy practices, focusing on reducing waste, using biodegradable packaging, and implementing carbon-neutral supply chains. Our customers are demanding transparency regarding the environmental impact of their purchases. The use of AI and data analytics is exciting, and it will enable us to offer highly personalised shopping experiences. In the future customers have indicated that they would like to be able to receive tailored product recommendations, meal plans, and promotions based on their preferences, dietary restrictions, and shopping history.
We can and will continue to see the integration of digital technology in the shopping experience deepen, with seamless transitions between online and in-store shopping. This will foster a sense of belonging and connection among consumers, enhancing brand loyalty.
Question 3:
Q: How significant is sustainability to your business, and what initiatives are you undertaking to drive improvements in this area?
A: We all know that sustainability is increasingly significant across all sectors, including food retail. It is Today’s customers are more environmentally conscious and prefer brands that demonstrate a commitment to sustainability
Consumer demand has seen Governments worldwide implementing stricter regulations regarding environmental practices. Adopting sustainable practices will help businesses stay compliant. And it has been noted that some of these practices often lead to operational efficiencies, reducing waste and energy consumption, which can result in significant cost savings over time.
We are committed to reviewing and investing into our sustainability agenda to enhance our reputation and make our business more attractive to customers, retailers and employees, and to contribute to the long-term health of the environment, ensuring that resources are available for future generations.
On the forecourt, we offer Premium Fuels at approximately 45 of our service stations and through a partnership with PDI technologies, 100% of this fuel is carbon offset. Additionally, we launched Maxol hvoPRO in 2024 to select sites and this diesel replacement reduces carbon emissions by up to 90%.
From an instore perspective, some initiatives we are looking at are partnering with suppliers who source organic, local, and fair-trade products to bring quality products and brands to our communities. We plan on implementing systems to minimise food waste, such as donating unsold food to local charities and are currently trialling this in some of our Northern Irish shops. We will work with our suppliers to transition to biodegradable, recyclable, or reusable packaging materials to reduce plastic waste and environmental impact.
In stores that we are redeveloping, we have and continue to invest in energy efficient technologies, such as LED lighting, energy-efficient refrigeration, and renewable energy sources such as solar power.
We have already implemented water saving technologies and practices in operations, and we will look to into more of our sites that can carry out rainwater harvesting and efficient irrigation systems.
And really at the heart of it, is involving our people in the sustainability initiatives through training, awareness programmes, and encouraging everyone to contribute ideas for improvement.
Question 4:
Q: What steps are you taking to ensure strong value for customers both in-store and at the fuel pumps?
A: To do this we regularly review and adjust prices to remain competitive while offering instore promotions and discounts to loyal customers. We continue to ensure a wide selection of high-quality products, including fresh produce, and local goods, are available to meet the needs of diverse customer preferences. We update our in-store promotions on a 3-weekly cycle and these include buy-one-get-one-free offers or discounts on popular items, to attract customers.
In relation to fuel, we monitor local fuel prices to ensure competitive rates, potentially offering price matching or reduced pricing strategies. We offer high-quality fuel options, including Maxol Premium Fuels and Maxol Recharge EV-Charging hubs to cater to different customer needs. We provide multiple payment options, including mobile payments and contactless transactions, for a seamless fuelling experience.
Ultimately by focusing on maintaining clean and accessible forecourts with a strong retail convenience offering, our business will continue to grow, and strengthen our strong value proposition for customers, enhancing their overall experience both in-store and at the fuel pumps.
Question 5:
Q: What are your plans for further developing and expanding your electric vehicle charging facilities?
A: Expanding and developing electric vehicle (EV) charging facilities is a crucial element of our strategy for supporting the growing demand for electric vehicles and promoting sustainable transportation. We regularly conduct assessments to identify strategic locations for new charging stations. This does however require significant investment when upgrading current charging infrastructure to accommodate faster charging options and more vehicles. In the future, this will help to reduce wait times and improve accessibility for EV users.
We work with local governments agencies to secure grants or funding for expanding charging infrastructure. And it is important to us to design charging stations with scalability in mind, allowing for easy upgrades as technology advances and demand increases.
Question 6:
Q: What are the main factors that contribute to a positive customer experience at your sites, and how does your store design support this?
A: Creating a positive customer experience at our retail sites involves several key factors, and store design plays a crucial role in supporting these elements. We use clear and visible signage to guide customers to entrances, exits, and key areas within the store. This helps reduce confusion and enhances navigation.
Our intuitive layout minimises congestion and allows for easy movement to significantly improve the shopping experience. Our use of warm, inviting lighting and comfortable colours, create a pleasant atmosphere. And where possible we use natural light to improve the shopping experience. We also incorporate seating areas where customers can relax.
We have very experienced licensees/retailers in each of our sites, and they have well-trained staff who are knowledgeable and approachable to support our customers to have an all-round great shopping experience.
Question 7:
Q: In what ways have you embraced digital innovation to enhance convenience and service for your customers?
A: There are several things we have already done to embrace technology; however, we’ll continue to evolve in this area as technology doesn’t stand still.
In April 2022 we launched a loyalty app that can be used across our company owned network in the Republic of Ireland. This rewards customers through our ROSA Coffee and wash schemes and our app members can also get access to exclusive instore discounts on household brands. Customers can also pay for fuel through the app, which is a great solution for our time poor customers. Our engine oil finder is also a useful tool to help our customers. We’ve introduced gamification on our app and this has been a successful way to surprise and delight our valued app members.
Instore we have installed digital screens across our Maxol Delis and ROSA Coffee units, greatly enhancing the shopper experience.
We will continue to look at in-store technology for our till system and pricing models, to ensure the most convenient solution is provided to the customer.
Question 8:
Q: In one paragraph, how would you summarise your key point of difference from competitors in the market?
A: Our key point of difference lies in our unwavering commitment to delivering exceptional service through our people. By collaborating with local retailers and their store teams, we ensure that our offerings are not only relevant but deeply rooted in the communities we serve. Additionally, our focus is on convenience, innovation, sustainability, community partnerships and quality produce, to enhance customer satisfaction and ultimately set us apart from our competitors, as a leader in our industry.
Understanding the unique forecourt shopper
Shopper Intelligence looks at some of the key metrics/behaviours that make shoppers of each channel stand out. Shown here is the ‘Forecourt Shopper Profile’ – and what makes this shopper unique vs Grocery, Discounter and Convenience Channels. Does this highlight any specific opportunities for your brand/category?
Colm Rooney, managing director, Shopper Intelligence Ireland
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