Mace now number one forecourt convenience retailer in Ireland
Brand owners, BWG Foods, reveal new plans for the network at bi-annual Mace Convention in Killarney including launch of Mace Right Options as part of drive to capture share of growing healthy eating market
16 November 2015
Convenience network Mace is now the most dominant brand on Irish forecourts, with nearly 160 sites across the country, retailers were told at the Mace Retailer Convention in Killarney which had more than 200 attendees from around the country, and where plans for the brand over coming years were also revealed.
As part of the push towards offering consumers more healthy food choices, Mace hopes to gain traction in this category with the launch of its new Mace Right Options range. The initiative will cover everything from deli and meal options, to snacking and grocery items. Right Options has been trialled in several stores around the country, with a view to roll-out in 2016. As part of this new focus, the brand’s Fresh Choice house brand is also being extended across 30 lines including fruit and veg, prepared salads and cut fruit, and wholefoods.
Technology will also be a big focus for Mace in the year ahead. The development of new consumer mobile apps is already in train and there will be a major emphasis on integration of back-office systems to derive greater benefit from data for business intelligence purposes.
Addressing retailers, Group CEO, BWG Group, Leo Crawford said: “In a sluggish grocery market, Mace has bucked the trend, performing well in terms of increasing brand awareness, market share, store numbers and retail sales per square metre. The Irish economy is turning a corner and consumer spend will start to gain momentum in 2016 which means there is a great opportunity for Mace to grow. The dominance of the Mace brand on Irish forecourts outstrips all of the competition and we want to continue to cement our leadership position here, particularly through our exclusive partnership with Maxol.”
Customer service is a key pillar of the Mace positioning and the brand will be expanding on its ‘Going the Extra Smile’ campaign by creating a new Customer Service Champion programme, supported by new marketing investments in 2016. As part of other details revealed, the Mace coffee offer is being expanded with the addition of Seattle’s Best Coffee and Insomnia options now available to retailers, alongside the existing Bewleys Eco Grounds. A new barista service will be launched in high volume sites.