Maxol Long Mile Road, Dublin, Ireland

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. Technology and innovation are central to this transformation, enabling improved operational efficiency and a more seamless customer experience. 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 serving a high-volume commuter market.

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Set the Scene

Maxol Long Mile Road (LMR) in Dublin, is our latest flagship development, which has benefitted from a significant €4.5 million investment. Our smart innovation strategy centres on three key pillars:

1. Optimised store and forecourt design
2. Enhanced retail technology to improve operational efficiency
3. Improved customer experience through digital touchpoints

This strategy is underpinned by our latest store concepts to ensure we have created a bright, attractive, frictionless and easy to shop customer experience.

Innovation Overview

Our 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. This innovation is important because it transforms a traditional forecourt store into a modern, intelligent retail environment that uses real-time insights, digital tools, and re-engineered processes to deliver a faster, more personalised, and more efficient customer experience, while significantly improving store performance and operational control.

At its core, the innovation integrates smart retail technology, store design intelligence, and advanced operational frameworks to elevate every stage of the in-store customer journey. We have also introduced intelligent rostering and equipment monitoring tools that use data insights to anticipate potential equipment issues before they impact operations, allowing teams to respond proactively and minimise downtime.

This innovation 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.

By embedding technology, stronger data use, and design-led operational thinking, LMR has become a blueprint store — one that allows us to test, learn, and refine innovations that can later be deployed across our estate. This innovation sits across multiple categories, including in-store intelligence, customer engagement, workforce enablement, and operational excellence. It is not a single initiative, but rather a fully integrated smart-store model that demonstrates how Maxol is leading the future of convenience retail in Ireland.

Challenge & Opportunity

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. The previous store layout and operational model could no longer meet these expectations, creating friction points such as queueing delays, inconsistent availability, and a lack of intuitive customer flow.

Behind the scenes, operational inefficiencies added further pressure. Many processes were heavily manual, leading to inconsistent execution and limited real-time visibility. Staff workflows were not optimised for peak periods, contributing to overstretched teams and service bottlenecks. Legacy equipment, limited digital tools, and a lack of data‑driven decision-making affected forecasting, waste control, and overall operational performance.

At the same time, competition in Irish convenience retail has intensified. Customers now benchmark forecourt stores against supermarkets, quick-service restaurants, and digital‑first retail experiences. To maintain leadership and differentiate in a crowded market, Maxol needed a flagship store that could redefine what a modern forecourt convenience experience looks like.

These challenges created a strategic opportunity: to turn Long Mile Road into a next-generation smart store and one that integrates technology, data insights, smarter workflows, and design-led thinking to deliver a seamless, high‑performance retail environment. Rather than simply resolving pain points, this project aimed to create a scalable model that could influence the future development of the entire Maxol network and set a new benchmark for operational and customer excellence.

Partnerships & Ecosystem Collaboration

Delivering the smart‑store transformation at Maxol Long Mile Road required a collaborative ecosystem of partners working together to design, build, digitise, and operationalise the new model. This project 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.

• Store Design & Architectural Partners – BWG/Architects/TAP/Prestige
  Collaborated on customer flow, store layout, food-to-go zone redesign, and integration of digital equipment.
• Retail Technology Providers – Eurodata/Station Master
  Supported POS enhancements, data capture systems, operational dashboards, and digital customer interactions.
• Foodservice & Equipment Partners – Noahs/Burger King/Zambrero/Bewleys/Cross
  Worked on deli equipment, coffee systems, refrigeration, ovens, and back‑of‑house workflow design.
• Digital Display & In‑Store Media Systems Providers – Almotech/RadioBox
  Provided digital menu boards, promotional screens, and real-time content management solutions.
• Facilities Management & Engineering Partners – Urgent System/SEAI Implementation with Cross
  Supported installation of new systems, energy management improvements, and maintenance of upgraded equipment.
• Sustainability & Energy Partners
  Involved in implementing energy‑efficient systems and carbon‑reduction initiatives and laying foundations for EV charging.
• Security, CCTV & Compliance Partners – Big Brother
  Helped modernise in‑store monitoring, safety, and loss‑prevention technology.
• Kiosk Technology Providers – Noahs/Burger King
  Delivered self‑service kiosks to streamline ordering, reduce queueing, improve accuracy, and enhance speed of service across deli and food‑to‑go operations.
• Fuel Pricing Programme Partners – A2i
  Supported in deploying advanced monitoring systems to track competitor pricing, market trends, and localised fuel dynamics in real time, helping ensure responsive, data-driven pricing decisions and improved competitiveness.
• Pay‑at‑Pump Technology Partners – Tokheim
  Enabled seamless forecourt transactions, reduced queueing, improved throughput, and created a faster, more convenient fuelling experience for customers.
• Loyalty App & Mobile Payment Partners – Liquid Barcodes/Tokheim
  Supported “Fuel Pay” capability within the Maxol Loyalty App, enabling customers to pay for fuel digitally from their vehicle, creating a fully frictionless forecourt journey. Customers also receive rewards on wash, deli and coffee categories and offers on grocery items.
• Coming soon – Subscription wash technology enabled through Tokheim and Liquid Barcodes will enable customers to start the car wash through the app without going in-store, providing a more efficient customer service and more value to the customer.

Setup & Early Experiments

In line with our €175 million investment programme, over the last decade the business has been focusing on leveraging technology and innovation to enhance operational performance and customer experience. There have been several platforms and systems adopted by Maxol to improve efficiencies and offer the customers better range and value.

• In 2020, A2i fuel pricing, a decision-support platform, was brought into the business to optimise pump prices daily by combining site-level data with market intelligence. It pulls in inputs such as fuel costs, current and historical volumes, competitor prices, and site characteristics, then uses statistical models to estimate how price changes will impact sales and margin at each location. The system can generate price recommendations and can either push automatically or review prior to submission. It focuses heavily on price elasticity and local competition with the option of picking margin or volume at each site. A2i also tracks performance over time, so its recommendations improve as more data is fed into it, making it more accurate for each specific site.
• In 2022, we introduced the Maxol Loyalty App to recruit and reward shoppers. This was the first app in Ireland to offer FuelPay, a function that allows customers to pay for fuel through their app. The App is constantly being anaylsed and improved upon to offer a more frictionless customer experience. In 2026, car wash subscription will be introduced to the App, allowing customers to start the wash through the app at greater pricing.
• In 2023, the predictive analytics & demand forecasting tool Eurodata was introduced. This tool analyses historical sales patterns, seasonality, promotions, and trends to support optimized stock planning and reduce waste. This predictive capability forms the foundation of AI-driven replenishment which is planned later this year.
• In 2024, digital menu screens were introduced across the network at Deli and ROSA Coffee units. The benefits of this technological investment to the business included real-time, instantaneous price and item updates, increased sales through high-resolution, appetising visual displays, and reduced long-term costs by eliminating paper printing. The screens provide clearer, more engaging visuals of food items, which aid in quicker, more informed decision-making for customers.

Other tools rolled out include:

• Automated Exception Detection: The system identifies anomalies in sales, stock levels, margins and operational KPIs, available into the dashboard, enabling proactive management intervention. This reduces shrinkage and improves operational efficiency.
• Intelligent Reporting & KPI Optimization: Our solution transforms raw data into actionable insights, supporting real-time decision-making across purchasing, pricing and performance monitoring.
• Data-Driven Process Automation: Automated workflows in ordering, invoicing, stock control and financial consolidation minimize manual intervention and increase operational accuracy.
• AI Roadmap (In Progress): We are currently enhancing the platform with advanced AI modules, including:
  • AI companion for sales reporting (planned mid-2026)
  • Improved predictive replenishment models (planned end-2026)

Digital & Data Enablement

Technology was central to transforming Maxol Long Mile Road from a traditional forecourt store into a modern, intelligent retail environment that uses real-time insights, digital tools, and re-engineered processes to deliver a faster, more personalised, and more efficient customer experience, while significantly improving store performance and operational control.

It was used in the complete redesign of the store to make it into a fully data-enabled, operationally optimised, customer-centred retail destination. Technology now underpins daily operational decisions, enabling faster and more confident actions.

To tackle the challenges outlined above the following technology or digital tools were introduced to transform Maxol Long Mile Road:

• Self-service kiosks to order food at Noahs (Maxol Deli Food Partner) and Burger King.
• Digital screens to highlight menus, offerings and marketing messages at ROSA Coffee, Maxol Deli and food franchises.
• Trust Dish, the digital allergen management solution was installed at the Maxol Deli.
• Urgent is the intelligent rostering and equipment monitoring tools that use data insights to anticipate potential equipment issues before they impact operations.
• Our digital loyalty app adds further innovation and value for customers as they receive rewards on wash, deli, and coffee through digital means.
• 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.
• Digital dashboards highlight live sales, availability gaps, and waste trends.
• Automated fuel pricing monitoring improves responsiveness to market changes and protects competitiveness.
• The Maxol Loyalty App with Fuel Pay supports faster forecourt throughput, reducing queues and freeing up staff capacity inside the store.
• The URGENT facilities management system is a digital platform used to manage and respond to maintenance issues, breakdowns, and service requests across a network of sites in real time. It acts as a central hub where faults or incidents (such as equipment failures, leaks, or electrical issues) are logged—either automatically or by staff—and then prioritised based on urgency, impact, and safety risk. The system assigns jobs to the appropriate contractors or engineers, tracks response times against SLAs, and provides live status updates from report through to resolution. It also keeps a full history of maintenance activities, helping identify recurring issues and supporting preventative maintenance planning. Overall, URGENT improves operational efficiency by ensuring critical problems are dealt with quickly, reducing downtime, and giving managers clear visibility and control over all facilities-related tasks.

Scaling the Innovation

The redevelopment at Long Mile Road served as Maxol’s live testbed, allowing us to trial digitalisation, new foodservice processes, energy‑efficient systems and data‑driven operations in a controlled, high‑volume environment. Once validated, the learnings were converted into a scalable model for the wider network. We focused on core enablers and some which are listed below:

Training: Long Mile Road became a hands‑on learning hub where our team experienced the new operational model, supported by SOPs, simplified food‑production guides and coaching on data‑enabled decision‑making. Long Mile Road produced “champion” operators who now support overall operations. These internal experts deliver:

• New‑store activation training
• Peer coaching for adopting the model
• Continuous improvement feedback reviews

Infrastructure: The store helped define the technology and equipment standards required for scale, from upgraded connectivity and devices to integrated back‑office systems ensuring consistent performance across locations. This integration of back‑office systems, including automated inventory feeds, consolidated reporting dashboards, and connected foodservice equipment that flagged production cycles and temperature checks. Additional infrastructure improvements included LED smart‑lighting, upgraded refrigeration with energy‑monitoring sensors, and improved CCTV and security tech to align with the future operational model.

Process Redesign: End‑to‑end workflows were refined on‑site, including food production, replenishment and store flow. These improvements were formalised into toolkits and rollout frameworks, creating a repeatable, future‑ready operating model for Maxol. For example, replenishment routines were streamlined using handheld scanners, real‑time stock visibility, and defined “quick‑fill” zones to reduce shelf gaps during peak trading times. Store flow was re‑engineered through repositioned grab‑and‑go fixtures, improved queue management, and clearer customer navigation pathways. Together, these redesigned workflows enabled faster service, reduced operational friction, and a more predictable customer experience in the store. We transformed these insights into a scalable operating model to create the smart hub in Long Mile Road that can be replicated across our Maxol Network.

Operational Transformation

The smart‑store innovation 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.

Smarter Labour Deployment & Workflow Efficiency

The introduction of operational dashboards, kiosks, and improved store zoning has transformed staff utilisation. Examples:

• 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.

Connected Systems Improving Decision‑Making
Technology now underpins daily operational decisions, enabling faster and more confident actions.

Examples:

• Digital dashboards highlight live sales, availability gaps, and waste trends.
• Automated fuel pricing monitoring improves responsiveness to market changes and protects competitiveness.
• The Maxol Loyalty App with Fuel Pay supports faster forecourt throughput, reducing queues and freeing up staff capacity inside the store

Store Layout Designed for Operational Flow

The redesign of the physical space improved both customer experience and operational efficiency.

Examples:

• Clear customer pathways reduce congestion and streamline movement around high‑demand zones.
• Optimised deli and food‑to‑go workflows reduce production bottlenecks and speed up service times.

Supply Chain & Stock Accuracy Improvements

With closer integration to category systems and improved forecasting tools, stock management is now more precise. Examples:

• Better ordering accuracy reduces waste and increases product availability.
• Data‑led category planning ensures space is allocated based on real customer behaviour, not assumptions.

Setbacks & Pivots

Maxol Long Mile Road is situated at a busy junction in South Dublin, connecting to motorways across Ireland. This makes it an ideal location for an EV Hub to help drivers recharge after or before a long journey or their daily commute. We have installed underground infrastructure for a future EV Hub installation (of 4 x 200 kW Kempower charging unit) and await confirmation of when ESB will be able to provide the increased supply.

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 is being rolled out in Long Mile Road this month. 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. This is one of three trial stores Maxol are using to test the new all day menu market and another step forward in Maxol’s fresh food strategy and our continuing journey as we transition to a convenience forecourt retailer. Noahs is a global food concept and the Maxol food team needed to adapt the menu to make it appealable to Irish customers. Pizza doughs were tried and tested, the Mexican menu was tweaked with additional items added and other changes were implemented to make it appeal to Maxol customers and profitable for licensees.

Impact & Results

Having reopened in January 2026 the site has seen increases across shop and fuel volumes with old and new customers enjoying the range and facilities at Long Mile Road. Results below highlight increases in March 2026 versus the predevelopment in March 2025.

• Overall performance: +22%
• Fuel volumes: +6%
• Maxol Deli: +15%
• ROSA Coffee: +18%
• Burger King: +7% (YTD July 2025 vs 2024)
• Franchises: Zambrero & Burger King have a 10 fold increase in franchise sales

We have made several sustainable gains through the installation of things like:

• PV (Solar Panels)
  We have installed a 28kW PV System, which will provide approximately 25,200kWh of electricity per annum. This equates to approximately 5.88 tonnes of CO2 saved.
• Refrigeration
  We have installed energy efficient refrigeration with doors. This has reduced our anticipated electrical usage for refrigeration from 53,107 kWh per annum (when using HFC refrigeration plant without doors) to 10,512 kWh (using CO2 refrigeration plant with doors). This is an 80% reduction – 43,595 kWh annually, saving 9.93 tonnes CO2.
• A/C – Heat Pump
  Compared to using a Gas Boiler for space heating, we are saving approximately 30,000kWh of energy, equating to 6.99 tonnes CO2.

Scalability & Future Potential

Subscription wash
Car wash subscription will be introduced to the Maxol Loyalty App soon, allowing customers start the wash through the app at greater pricing. Customers will join the Wash Club through the app and get 10 washes a month for as little as €19.95. They will start the wash through the app giving them convenience and value in the palm of their hand.

New All-Day Menu at Maxol LMR
Building on the Maxol Deli, Zambrero and Burger King, Noahs food offering and technology is being rolled out in Long Mile Road this month. 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.

EV
We have installed underground infrastructure for a future EV Hub installation and await confirmation of when ESB will be able to provide the increased supply.

Monitoring
We are currently rolling out our monitoring hardware installation with AtlasWorld, so will be able to monitor energy usage on sites, compare similar sites, and identify potential energy savings using this data.