Maxol Long Mile Road, Dublin, Ireland

Entry profile – ‘Best Foodvenience Store in the World’ 2026

Maxol Long Mile Road (LMR) in Dublin, is one of Maxol’s flagship stores, which has benefitted from a significant €4.5 million investment in the past 12 months. Located at a prime position near Dublin’s busy M50 Motorway, Long Mile Road, operated by Maxol Licensee, Thomas Ennis, is one 92 company-owned Maxol stores in the Republic of Ireland. It occupies a key arterial route between Dublin and Cork and Dublin and Limerick and has recently been completely transformed into a modern, sustainable roadside retail destination at the heart of the commuter belt.

The flagship store now features an expanded Maxol Deli, global Mexican restaurant Zambrero and a new Burger King restaurant complete with a drive-thru, as well as new digital ordering screens in-store to maximise convenience for commuters and locals on the go.

The store also has a grocery and delivery service in partnership with Copenhagen-based food-tech company Noahs. The new digitally enabled service gives customers at Long Mile Road the opportunity to get cooked-to-order meals and groceries in the store or on delivery via the aggregate partner, Just Eat.

In an extension of Maxol’s exclusive alliance with Ireland’s leading retailer Dunnes Stores, Long Mile Road now offers premium meal solutions from the Simply Better and Dunnes Stores food range, as well as a range of premium wines.

The smart innovation at Maxol Long Mile Road (LMR) is the complete redesign of the store into a fully data-enabled, operationally optimised and customer-centred retail destination.

Site Photos

Previous Next

Foodvenience

To meet the growing demand for high-quality, digitally accessible food beyond traditional breakfast and lunchtime occasions. Maxol launched a new digitally enabled meal and grocery delivery service in partnership with Copenhagen-based food-tech company Noahs, marking a significant evolution in the forecourt retailer’s foodservice and convenience strategy.

The new service is live at the first three Maxol stores including Long Mile Road store (Dublin), where cooked-to-order meals and a selection of groceries are available for delivery via aggregate partner, Just Eat. This is the first phase of a planned rollout to over 50 locations and more home delivery options with Uber Eats and Deliveroo will soon be available nationwide.

In a first for the forecourt convenience sector, the service enables customers to order from multiple food concepts alongside a range of Maxol’s grocery lines within a single digital journey.

As a result, freshly prepared meals including pizza from Pizza Nova, Mexican-style bowls from Bowly, taco and burrito options from La Taqueria, and Cheeky Chicken can be combined with items such as snacks, confectionery, soft drinks, alcohol and everyday essentials in one order.

The partnership brings together Maxol’s established retail footprint with Noahs’ omnichannel food-tech platform and smart kitchen infrastructure, enabling multiple food brands to operate from a single kitchen using existing resources.

Maxol has also introduced in-store digital kiosks at Long Mile Road to enhance speed, efficiency and choice. Using the kiosk will allow customers browse menus, customise meal orders and choose how they order in-store, helping to reduce wait times while creating a more flexible and intuitive experience within the forecourt environment.

At Maxol Long Mile Road we’re focused on meeting our customers’ needs by expanding our food offering with high-quality, freshly prepped meals that fit into busy routines – at any time of day. Our partnership with Noahs tech service allows us to extend our food proposition beyond breakfast and lunch, giving customers in access to high-quality, cooked-to-order meals delivered straight to their door from their local Maxol service station.

From Burger King and Zambrero to ROSA Coffee, our fresh deli, bakery, grocery offering and loyalty rewards, Maxol Long Mile Road delivers a truly complete FoodVenience experience. The breadth of choice, quality of offer and value available make the site a destination for every food occasion.

Overview

Maxol Long Mile Road was designed to provide food solutions for customers throughout the day. The store combines freshly prepared food with everyday convenience, creating a one-stop destination for customers seeking speed, variety, and quality.

Our foodservice is fully integrated with the wider convenience offer, allowing customers to fuel up, shop, and enjoy quick, satisfying meals in one stop. The Maxol Loyalty App enhances this integration with promotions that reward frequent visits.

A new all-day menu was launched and customers can choose from a wide selection of food across the day. There is a wide range of freshly prepared food at breakfast, lunch or dinner from Maxol Deli, Zambrero, Burger King (including a drive-thru) or Maxol’s latest food concepts at the deli through Noahs. Food can then be taken away or enjoyed in Long Mile Road’s spacious seating area with free Wi-Fi and to add to the convenience, customers can get meals and groceries delivered straight to their door with Just Eat.

In line with customer expectations and demands, everyday grocery essentials and quality ingredients for home cooking are all available in store. Maxol Long Mile Road provides customers with everyday value with the Maxol Own Label Range across Grab & Go sandwiches, Milk, Water and Ignition categories. Non-food items include a comprehensive range of Maxol’s own-brand engine oil, AdBlue, and car care products.

In an extension of Maxol’s exclusive alliance with Ireland’s leading grocery retailer, Dunnes Stores, Long Mile Road now offers premium meal solutions from the Simply Better and Dunnes Stores food range, as well as a range of premium wines. The collaboration between the two family-owned Irish businesses brings over 300 products from Dunnes Stores Simply Better premium range to Maxol customers at Long Mile Road, delivering a solution across multiple shopper missions including top-up grocery, dinner for later, breakfast and treat night

To support indigenous producers, Maxol launched the Homegrown at Maxol programme in 2023. Now in its third year, the programme has been supported by Thomas Ennis who mentored some of the winners. There is a dedicated Homegrown section in Long Mile Road with a wide range of Irish producers on display, something which is a key purchase driver for Irish shoppers

Customers range from commuters to locals and workers, all seeking fast, high-quality food, at a good price. Coffee and high-quality food offering are key category entry points for Irish consumers and Maxol Long Mile Road delivers on these 7 days a week through multiple food options including a smart kitchen from Noahs and our proprietary coffee brand, ROSA Coffee which includes Oat and Iced offerings.

The appetite for Long Mile Road’s food offering is clear. Since reopening, over 10,000 chicken fillet rolls have been served, alongside 6,000 breakfast rolls and more than 10,600 sausages. That’s the equivalent of serving almost 30 chicken fillet rolls every day, while enough sausages have been sold to stretch from Long Mile Road to Dublin Airport. Customer demand has continued to accelerate, with deli sales increasing by an impressive 69% year-on-year following the reopening. These standout results underline how quickly the site has established itself as a food destination for both local residents and commuters, demonstrating the success of the enhanced food-to-go proposition and the impact of the redevelopment.

With drive-thru efficiency, self-order kiosks, and sustainable packaging, Maxol Long Mile Road delivers a modern, varied and highly convenient foodvenience experience.

Menu and signature products

The transformation of Maxol Long Mile Road was driven by a clear set of challenges that highlighted the need for a smart, future‑focused retail solution. Customer expectations in convenience retail have shifted rapidly with increasing demand for faster service, premium food-to-go, healthier options, and smoother digital experiences.

Demand for all-day menus and “all-day grazing” options at forecourts is rising as consumers increasingly treat stores like Maxol as dining destinations rather than just pit stops. Research shows customers are seeking convenient, high-quality, hot food options throughout the day, driven by hybrid working and changing lifestyles. To meet this demand Noahs food offering and technology was installed in Maxol Long Mile Road. Noahs is a new digitally enabled, freshly prepared grocery and meal delivery service. It combines Maxol’s established convenience retail footprint with Noah’s omnichannel food-tech platform, brand activation model and smart kitchen architecture, allowing multiple food brands to operate from a single kitchen footprint in a Maxol store. Menus have been developed with the support of professional chefs and are designed specifically for delivery, ensuring meals travel well without compromising on quality.

From morning to evening, Maxol Long Mile Road is your favourite destination to satisfy your hunger. The store features a Maxol Deli, global Mexican restaurant Zambrero and a new Burger King restaurant complete with a drive-thru.

Customers can grab a delicious ROSA Coffee throughout the day including an Oat coffee or a new refreshingly chilled Iced Coffee. ROSA Coffee is rich, smooth and perfectly balanced, made using 100% Arabica beans, expertly roasted and crafted in Ireland and proudly Fairtrade Certified.

Maxol Long Mile Road is home to the iconic Chicken fillet roll which has been an Irish obsession for many years. We choose the biggest and best chicken fillets which are seasoned with a delicious blend of herbs and spices and baked instore to ensure they are tasty and succulent. Customers can choose from plain or southern fried and make it exactly how you like it with the best of ingredients. Throughout the day, the Long Mile Road deli serves a wide range of homemade style food, freshly prepared using the finest ingredients and the products.

As a proud Irish family business, we understand the importance of supporting Irish producers. We make sure that when choosing products for our deli, we source from Irish businesses whenever possible. From artisan cheese and freshly baked breads to locally sourced meats and seasonal produce, every product is carefully selected. We are always on the lookout for new Irish suppliers through our Homegrown at Maxol programme.

By choosing Irish suppliers, we not only guarantee fresher products for our customers but also support Irish jobs and local communities. We take pride in knowing that when you shop at Maxol Deli, you’re contributing to a network of Irish businesses working together to create something special.

Daypart specific offers

Maxol Long Mile Road delivers a balanced daypart strategy that drives consistent footfall and loyalty across breakfast, lunch, and dinner.

Cooked-to-order meals and everyday essentials for delivery in one order via Noahs tech. At the moment customers can order food throughout the day via Just Eat and soon the service will be available on Uber Eats and Deliveroo. In addition to the meal delivery service, customers can also order a selection of Maxol’s most popular convenience grocery items as part of the same digital experience such as bread, milk, savoury snacks, confectionery, soft drinks, alcohol and other everyday essentials, making it easier to combine dinner with a convenience shop in one delivery.

Breakfast remains a core strength, with freshly prepared wraps, hot deli items, and premium barista coffee from ROSA Coffee catering to time-pressed commuters.

Lunch is equally strong, anchored by Maxol Deli sandwiches, grab-and-go salads, and Zambrero’s fresh Mexican-inspired options, offering both indulgent and healthier choices to local workers and nearby residents.

Likewise, our delicious Dinner offerings are powered by Burger King which includes a new drive-thru service. In an extension of Maxol’s exclusive alliance with Ireland’s leading grocery retailer, Dunnes Stores, Long Mile Road now offers premium meal solutions from the Simply Better and Dunnes Stores food range, meaning customers can grab quality ready-made meals or ingredients to cook at home.

Reflecting changing eating habits and the growing demand for convenient, high-quality meals beyond breakfast and lunch, customers can also choose from a range of delivery-optimised dishes, freshly prepared in store from Maxol Deli. The new all-day menu includes Mexican-style bowls from Bowly, a pizza range made with handmade dough from Pizza Nova, taco and burrito meals from La Taqueria, and Cheeky Chicken, with additional cuisines and food brands to follow.

While breakfast and lunch provide reliable daily frequency, dinner is a growing opportunity, with drive-thru efficiency and strong partner brands setting the site apart. This balanced approach ensures Maxol Long Mile Road is both relevant and accessible with 24/7 appeal.

Speed, consistency and quality

At Maxol Long Mile Road, our menu and food offer are designed to balance speed of service with consistency and quality, making us a trusted choice for food on-the-go. Customer expectations in convenience retail have shifted rapidly with increasing demand for faster service, premium food-to-go, healthier options, and smoother digital experiences.

Two in-store digital kiosks were installed for Maxol Deli at Long Mile Road and another two for Burger King to streamline ordering, reduce queueing, improve accuracy, and enhance speed of service across deli and food‑to‑go operations. Digital screens are available at Maxol Deli, Zambrero and ROSA Coffee to highlight menus, offerings and marketing messages. The screens provide clearer, more engaging visuals of food items, which aid in quicker, more informed decision-making for customers. The use of kiosks and screens together allows customers browse menus, customise meal orders and choose how they order in-store, helping to reduce wait times while creating a more flexible and intuitive experience within the forecourt environment. The introduction of operational dashboards, kiosks, and improved store zoning has transformed staff utilisation at Long Mile Road.

Self‑service kiosks has also reduced pressure on staff during peak periods, enabling teams to focus on production and quality.

Every stage of the in-store customer journey was elevated to streamline the customers journey. The Maxol Deli, ROSA Coffee units, and chilled meal solutions provide fast, efficient access to freshly prepared food.

Our mix of leading brands, including Burger King and Zambrero, have a track record of consistency and proven standards to ensure Maxol customers know they will receive a high standard of quality. Additionally, our deli and coffee programmes follow strict preparation guidelines to maintain quality on every visit.

Whether it’s our freshly made breakfasts, delicious made-to-order Maxol Deli sandwiches and vibrant Mexican-inspired meals, efficiency and quality are at the heart of our ethos to ensure a customer experience that is fast, reliable, and excellent, consistently.

Maintaining exceptional food standards is central to the Maxol proposition. We achieve this through a comprehensive LRQA food safety programme, ongoing team training, regular auditing, and dedicated standards days that help ensure consistency across all locations. Combined with routine Rosa Coffee audits, this rigorous approach enables us to deliver a safe, high-quality, and best-in-class experience for our customers every day.

Variety and innovation

The innovation at Maxol Long Mile Road was inspired by changing customer expectations for speed, convenience, and quality, alongside the need to modernise traditional forecourt retail to remain competitive in a more experience-led market. This innovation directly aligns with Maxol’s broader strategic goals:

• Enhancing our food-to-go and convenience leadership,
• Evolving forecourt retail into an experience-led proposition, and
• Building operational models that can scale across the wider network.

It is not a single initiative, but rather a fully integrated model that demonstrates how Maxol Long Mile Road is leading the foodvenience charge in Ireland.

The introduction of an online food and delivery service (Noahs) is another step in delivering on our promise to offer customers bags more. We’re now bringing that added value straight to their door not only with a selection of really tasty meal options such as pizza and burritos, but also a wide range of grocery and confectionery items in one simple, seamless online experience. Menus have been developed with the support of professional chefs and are designed specifically for delivery, ensuring meals travel well without compromising on quality. With food now as important to Maxol customers as fuel, the decision to extend the opening hours of the Long Mile Road deli beyond the traditional 3pm close to 9.30pm, reinforces its role as the go-to convenient food destination for customers in the community or commuters passing by.

As well as a new all-day menu, the Long Mile Road menu evolution combines trend-led innovation, seasonal offerings, and limited-time specials to drive excitement and repeat visits. We continually refresh our food offer to keep it relevant, convenient, and appealing. Seasonal offerings and limited-time promotions, such as our Christmas sandwich and mince pies are rolled out to generate buzz and highlight key areas of the store. Trust Dish is a digital solution for consumers to browse to look up allergies was installed at Maxol Deli in Long Mile Road.

The Kiltale Bakery offering forms an important part of Maxol’s wider fresh food strategy, providing customers with a range of high-quality pastries, cakes, sweet treats, and take-home bakery products. Closely integrated with our coffee and convenience proposition, the range offers customers premium bakery options for both immediate consumption and take-home occasions.

Innovation is a key part of the offering, with regular product launches designed to respond to evolving customer trends and seasonal demand. Limited-edition products such as Mother’s Day cakes and Christmas gingerbread biscuits help create excitement and relevance throughout the year, while new and indulgent flavour combinations, including Banoffee and Pistachio, ensure the range remains fresh, contemporary, and appealing. This continuous focus on innovation enables us to meet changing customer preferences while enhancing the overall in-store experience.

Exclusive to Maxol, ROSA Coffee is our signature blend that is expertly roasted and crafted in Ireland made using 100% Arabica beans. Alongside our freshly brewed range, customers can also enjoy refreshing ROSA Iced Coffee and smooth ROSA Oat Coffee, offering even more ways to enjoy their favourite coffee, whatever the occasion. A variety of syrups are also available on all coffees including a seasonal syrup that changes throughout the year to suit the weather and customer mood.

Maxol Loyalty App adds further innovation and value for customers as they receive rewards on wash, deli, and coffee. Car wash subscription has just been introduced to the App, allowing customers to start the wash through the app at greater pricing.

Coffee and beverage program

Exclusive to Maxol, ROSA Coffee is our signature blend that is expertly roasted and crafted in Ireland made using 100% Arabica beans. Alongside our freshly brewed range, customers can also enjoy refreshing ROSA Iced Coffee and smooth ROSA Oat Coffee, offering even more ways to enjoy their favourite coffee, whatever the occasion. A variety of syrups are also available on all coffees including a seasonal syrup that changes throughout the year to suit the weather and to tap into consumer flavour exploration trends. Value continues to be an important in the consumer decision tree and through our loyalty app, members can enjoy a free coffee when they sign up to the app and every 7th free. Additionally, the ROSA link deal allows customers to add a tasty treat to their coffee at a discounted rate.

Since the reopening of Long Mile Road in January, customer engagement with the Maxol app has been exceptionally strong, with one in six coffee purchasers and one in five deli customers scanning their app at the point of purchase. This rich customer data has provided valuable insights into purchasing behaviour, revealing that the 12oz Americano is the site’s best-selling coffee and the Chicken Fillet Roll is the most popular deli choice on the loyalty app. These insights enable us to better understand customer preferences and optimise our offer to drive both satisfaction and sales.

Technology & Operational Excelllence

Loyalty

Maxol Long Mile Road has empowered customers to seamlessly shop and purchase fuel by hosting its loyalty programme on a digital platform, making for a user-friendly convenient service with the following features:

• Stamps: Rewards are given on frequent purchases on ROSA Coffee, Deli and car wash. Customers can enjoy every 5th wash, 7th coffee and 7th sandwich, wrap or roll at the deli for free.
• Gold Stars: Rewards recent visits and referrals – Gold Star members get additional rewards including free coffee and car wash upgrades.
• Exclusive price promotions for Loyalty members on household brands.
• Gamification: Maxol continuously run games on the App where customers can win free items for a fun way to engage and reward existing members, as well as to recruit new members.
• Surprise and Delights: We partner with leading brands to help launch their new products or exclusive packs by giving every loyalty app member a free product. A good example of this was Britvic’s St. Patrick’s Day pack which we gave to our customers to celebrate the Irish hallmark occasion, ensuring our members get to try new products as they launch.
• Station Finder Feature: Helps users quickly locate the nearest Maxol.
• Wash Club (Subscription App enabled): Wash more, pay less with Maxol Wash Club. For as little as €19 a month, customers can enjoy up to 10 washes a month and be able to start the wash from their car through their app.
• Zambrero Loyalty: Earn rewards for frequent purchases via the Zambrero programme.

Online Ordering and Delivery

To meet the growing demand for high-quality, digitally accessible food beyond traditional breakfast and lunchtime occasions. Maxol launched a new digitally enabled meal and grocery delivery service at Long Mile Road in partnership with Copenhagen-based food-tech company Noahs, marking a significant evolution in the forecourt retailer’s foodservice and convenience strategy.

The new service is live in store since March 2026 where cooked-to-order meals and a selection of groceries are available for delivery via aggregate partner, Just Eat. Uber Eats and Deliveroo will soon be available nationwide.

In a first for the forecourt convenience sector, the service enables customers to order from multiple food concepts alongside a range of Maxol’s grocery lines within a single digital journey.

As a result, freshly prepared meals including pizza from Pizza Nova, Mexican-style bowls from Bowly, taco and burrito options from La Taqueria, and Cheeky Chicken can be combined with items such as snacks, confectionery, soft drinks, alcohol and everyday essentials in one order.

The partnership brings together Maxol’s established retail footprint with Noahs’ omnichannel food-tech platform and smart kitchen infrastructure, enabling multiple food brands to operate from a single kitchen using existing resources.

Maxol has also introduced in-store digital kiosks at Long Mile Road to enhance speed, efficiency and choice. Using the kiosk will allow customers browse menus, customise meal orders and choose how they order in-store, helping to reduce wait times while creating a more flexible and intuitive experience within the forecourt environment.

This is another step forward in Maxol’s fresh food strategy and our continuing journey as we transition to a convenience forecourt retailer.

Operational Excellence

The redevelopment at Maxol Long Mile Road fundamentally reshaped how the site operates day‑to‑day, creating a more efficient, data‑driven, and responsive retail environment. By redesigning core processes and introducing connected technologies, the store now operates with greater accuracy, reduced manual effort, and significantly improved customer flow.

The redesign of the physical space improved both customer experience and operational efficiency. Clear customer pathways reduced congestion and streamline movement around high‑demand zones. Optimised deli and food‑to‑go workflows reduced production bottlenecks and speed up service times.

With closer integration to category systems and improved forecasting tools, stock management is now more precise. There is better ordering accuracy reduces waste and increases product availability. Data‑led category planning ensures space is allocated based on real customer behaviour, not assumptions.

Technology now underpins daily operational decisions, enabling faster and more confident actions. Digital dashboards highlight live sales, availability gaps, and waste trends.

The introduction of operational dashboards, kiosks, and improved store zoning has transformed staff utilisation. Self‑service kiosks reduced pressure on staff during peak periods, enabling teams to focus on production and quality. Real‑time data on footfall and transaction patterns helps managers adjust staffing levels hour‑by‑hour. Back‑of‑house workflows were redesigned to reduce preparation time and unnecessary movement.

Together, these redesigned workflows enabled faster service, reduced operational friction, and a more predictable customer experience in the store.

This redevelopment brought together expertise across retail technology, foodservice innovation, category management, supply chain, and store design to ensure the concept was both future‑ready and scalable across the Maxol network.

Delivering the store transformation at Maxol Long Mile Road required a collaborative ecosystem of partners working together to design, build, digitise, and operationalise the new model. To create a more seamless experience, customers at Maxol Long Mile Road can enjoy:

• An improved customer flow, with a new store layout, food-to-go zone redesign, and integration of digital equipment.
• Self-service kiosks to order food at the new smart kitchen from Noahs (Maxol Deli Food Partner) and Burger King.
• Digital screens to browse menus and offerings at ROSA Coffee, Maxol Deli and food franchises.
• Trust Dish, the digital solution for consumers to browse to look up allergies at the Maxol Deli.
• Drive thru at Burger King for those busy customers on the go.
• Three ways to pay at the car wash –contactless and Easytrip at the wash, in-store or the Wash Club / Subscription via the app.
• Maxol Loyalty App adds further innovation and value for customers as they receive rewards on wash, deli, and coffee.

Social Media Engagement and Influence

Social Media Presence

Maxol Long Mile Road uses social media to engage customers, and showcase our stellar foodservice offerings:

• Geo-targeted campaigns: We utilise location-based targeting to reach local commuters and residents, ensuring relevant promotions and updates.
• Launch Days: We celebrated the relaunch with live coverage, behind-the-scenes glimpses, and interactive content to build upon that community excitement.
• Food Carousel Creatives: Our social media accounts regularly share high-quality images and videos of menu items, highlighting freshness and variety to entice more customers into our stores.
• Push notification Strategy: We alert customers to new exclusive offers, new menu items, and loyalty rewards to keep customers informed and engaged via push notifications, to ensure they remain engaged in our Foodvenience offering.

To celebrate the reopening of Maxol Long Mile Road and showcase its enhanced food-to-go offering, we hosted a high-profile Lunch in the Bag activation in February. Supported by an integrated marketing campaign spanning radio, social media, PR and direct marketing, the event successfully generated awareness, encouraged trial and reintroduced the site to the local community and business audience.

• The campaign delivered significant reach, with radio promotions and on-air mentions reaching an estimated 174,000 listeners over three days, while supporting social activity generated an additional 12,225 reach, 15,333 views and 673 engagements.
• A targeted leaflet distribution reached more than 16,500 households and key business zones, including the JFK and KRC Industrial Estates, highlighting the newly available food brands and offers.
• Maxol’s own social media activity delivered 258,569 impressions and 594 engagements, further amplifying visibility.
• PR activity achieved a reach of 116,000 and generated €16,000 in media value.

Collectively, these results demonstrate the effectiveness of the launch campaign in building awareness of the newly developed site and driving interest in its expanded food proposition.

Online Trends and Influencers

Consumer demand for convenience, quality and value continues to grow, with customers increasingly seeking solutions that meet multiple needs in a single visit. In response, we repositioned Maxol Long Mile Road as a Foodvenience destination, using social, digital and local marketing to showcase our unique mix of foodservice brands, fresh food, coffee and grocery offers.

The Maxol Loyalty App supports this strategy through personalised offers, meal deals and targeted promotions that encourage repeat visits and cross-category purchasing. Our diverse food offer caters to evolving customer needs, from Burger King and ROSA Coffee to healthier options such as Zambrero, alongside a strong deli, bakery and grocery range that serves breakfast, lunch, dinner and top-up shopping missions.

To build awareness of our online food and grocery delivery service, we launched an integrated marketing campaign, Bags More Straight to Your Door, spanning leaflet distribution, targeted Meta advertising, influencer content, PR, in-store POS and radio. This ensured consistent messaging across every touchpoint and helped drive awareness, trial and adoption of the service.

During the summer, we delivered a multi-channel campaign, Bags More this Summer, highlighting the range, convenience and value available at Maxol. Content focused on key seasonal moments including bank holidays and staycations, reinforcing Maxol as a one-stop-shop for every occasion. A staycation-themed feature filmed at Long Mile Road generated over 62,000 views across media and social channels, showcasing both our grocery range and extensive foodservice offer.

We also tapped into Irish food culture through a dedicated Chicken Fillet Roll social media series filmed at Long Mile Road. The content celebrated the customisation and quality of our deli offer, generating strong engagement while reinforcing Maxol’s credentials as a leading Foodvenience destination.

Across all channels, our marketing strategy focuses on making the full offer easy to discover, using clear value messaging, meal deals and cross-category promotions to drive trial, increase basket spend and strengthen Long Mile Road’s position as a destination for food, convenience and value. Through a combination of leading brands, fresh food, grocery essentials and digital loyalty rewards, Maxol Long Mile Road delivers a complete Foodvenience experience for every occasion.

Performance

Since reopening in January 2026, Long Mile Road has rapidly established itself as a true foodvenience destination, delivering exceptional growth across both food-to-go and convenience categories. The enhanced deli and coffee offer has been a key driver of performance, with deli sales increasing by 110% year-on-year and coffee and hot beverage sales growing by 88%, highlighting strong customer demand for high-quality fresh food and drink. This growth has also translated across the wider store, with overall shop sales increasing by 73% and off-licence sales up 58%. These results demonstrate the success of combining a compelling food-to-go proposition with a strong convenience retail offer, attracting both new and existing customers and positioning Long Mile Road as a destination where customers can fuel up, shop and enjoy quality food and coffee in one location.

Company Overview

The Maxol Group is Ireland’s leading family-owned forecourt and convenience retailer, with a nationwide network of 246 sites across the island of Ireland. For over 100 years, Maxol has played a central role in local communities, providing fuel, food-to-go, and everyday convenience services to customers on the move.

Today, Maxol operates across both the Republic of Ireland and Northern Ireland, serving a diverse customer base through a combination of company-owned and dealer-operated sites. The business continues to invest in modernising its network, with a €175 million growth strategy focused on expanding and redeveloping locations to meet evolving customer needs.

More than half of Maxol’s income now comes from non-fuel sales in line with the repositioning of the company as a leading convenience retailer, as fuel becomes a smaller part of sales and income. 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.

Maxol’s ongoing strategy is to reposition from a well-known forecourt to a credible convenience retailer and several food programmes and collaborations have been installed to reinforce our food retail credentials. Maxol Long Mile Road in Dublin is a flagship example of this approach—a recently redeveloped site following a €4.5 million investment, designed as a modern, sustainable roadside retail destination with food solutions to cater for customers from morning to evening.