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74 CATEGORY FOCUS Forecourt
Fuelling Ireland
While we watch petrol prices go beyond the €2-a-litre mark due to the war in Ukraine driving up fuel prices globally, forecourt owners are being forced to work harder than ever to retain their customers and offer a unique customer experience. Ireland’s top operators tell ShelfLife how they are navigating the current climate and appealing to new operators
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one are the days of forecourts simply being a place to fill up on fuel. Franchising, partnerships, and investments have been game-changing for the sector, allowing for the reshaping of the forecourt into something more allencompassing and profitable. Today, Ireland’s forecourt retailers are admired for their high standards and innovative food concepts. Furthermore, as more consumers make the switch to hybrid and electric vehicles and
new legislation secures our electric vehicle future, fuel retailers are being forced to reassess their forecourts. Aside from this, oil prices are steadily increasing after EU leaders reached an agreement to ban 90% of Russian crude oil by the end of the year. “Prices will go up. We don’t have specifics on by how much,” Taoiseach Micheál Martin said at a recent EU summit meeting in Brussels. The government has cut rates of duty on fuels to help
motorists save money which has equated to 20c for every litre of petrol and 15c for every litre of auto diesel, with a proportionate 2c reduction for excise on green diesel, which came into effect in early March but this will only go so far if prices keep rising. Such changes and challenges to the traditional business model means forecourts must adapt to the new consumer trends and requirements to stay ahead of the curve.
Fact File:
Name of operator: Maxol Number of locations: 245 (116 company-owned) Typical forecourt size: Sites can range in size from 0.08 acres to 2.5 acres Head office: The Maxol Group, 3 Custom House Plaza, IFSC, Dublin 1 Website: www.maxol.ie Social media: @themaxolgroup Tagline: At the heart of it Average cost of fitout: Up to €5 million can be invested in new site developments and up to €2 million in refurbishments
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The Maxol brand has repositioned itself from a forecourt brand to a convenience retail and foodservice brand, with fuel becoming more secondary
with Brian Donaldson,
CEO, The Maxol Group
Brian Donaldson, CEO of The Maxol Group, speaks about the new brand design and identity that reflects Maxol’s customer-centric approach as the business forges ahead Q: What are the main strengths of your forecourt design and development in terms of appearance, functionality, and management? A: Maxol is one of the most recognised Irish family business names across the island of Ireland, supported by strong and appealing brand imagery across 245 service stations nationwide. The Maxol
ShelfLife June 2022 | www.shelflife.ie
brand has been transformed over the last few years, as we reposition Maxol from being known as a forecourt brand to being known as a convenience retail and foodservice brand, with fuel becoming more secondary. Our latest brand transformation began in 2018 as we created a new identity that is more sophisticated and contemporary while still conveying our respected heritage. It is softer in design and sits seamlessly within the landscapes of the communities in which our service stations are located. Our refreshed totem and canopy design resulted in a new concept that pushed the
limits of aesthetic delivery whilst retaining the structures required for a CE steel approval – the Maxol ‘Blade’ Totem was born. The modular construction provides a platform for multiple sign configurations that interchange and adapt to make their use practical and flexible, upgrading and adapting rather than replacing. The design allows dismantling and separating into core materials in the future for recycling – a sustainable design working as a sustainable environmental solution. The new Maxol store design has a customer-centric approach with a strong >>
