Maxol’s €4.5M Transformation on Long Mile Road: The Bold Move Set to Reshape Market Dynamics and Ignite New Growth Opportunities
Ever wonder what it takes for a legacy retailer like Maxol to stay ahead in today’s cutthroat market? Well, here’s a juicy tidbit: they’ve just dropped a whopping €4.5 million on revamping their Long Mile Road site in south-west Dublin—no small potatoes, considering it’s one of their biggest single-site splurges in years. Nestled at a traffic hotspot linking Dublin with Cork and Limerick, this isn’t just any convenience stop—it’s a strategic goldmine. Maxol isn’t just tinkering around the edges; this overhaul is a bold move inside their mammoth €175 million growth plan stretching over five years. They tore down the old 350 sq m shop and replaced it with a sleek new 547 sq m retail haven, packing in eateries like Zambrero and Burger King with a drive-through, plus Maxol’s own ROSA Coffee, an exclusive Dunnes Stores partnership, and a heap of other goodies designed to make every pit stop a killer experience. It’s clear Maxol’s playing the long game—serving up quality, convenience, and innovation to win over both the daily commuter and the local crowd. Curious how this reshuffle will shake up Dublin’s roadside retail scene? Let’s dive in. LEARN MORE
Maxol has invested €4.5m to redevelop its Long Mile Road location in south-west Dublin, marking on its most significant single-site investments in recent years.
Located at the junction of the Naas, Long Mile and Nangor roads, the site occupies a key arterial route between both Dublin and Cork and Dublin and Limerick.
The renovation is part of Maxol’s five-year, €175m investment strategy for growth and further strengthens its Irish forecourt and convenience retailer’s portfolio in Dublin.
The project involved the demolition of the former 350 sq m shop and the construction of a new 547 sq m retail facility, enhancing both customer experience and the overall offering.
The flagship store now an expanded Maxol deli as well as Zambrero and Burger King restaurants, the latter of which has a drive-through, as well as new digital ordering screens in store, for commuters and locals on the go.
Maxol Long Mile Road also offers Dunnes Stores and Simply Better meals as well as a selection of premium wines as part of an exclusive deal with Dunnes Stores.
The shop also includes 100 square metres of dedicated general retail space, Maxol’s signature coffee, ROSA Coffee, an off-licence, seating for 48 customers, an ATM, and modern washroom facilities as well as an expanded car park.
“This redevelopment marks an exciting milestone for Maxol,” said Brian Donaldson, CEO of Maxol Group. “The new-and-improved Maxol Long Mile Road is a testament to the company’s commitment to investing in high-quality, future-focused roadside retail destinations.
“Maxol is committed to setting the standard in modern roadside retail. At Long Mile Road, we have focused heavily on enhancing our food offering, introducing new and expanded brands to serve customers at every time of day.
“From breakfast through to dinner, we provide high-quality food to go and a wide variety of options for every customer.
“The redeveloped site is indicative of Maxol’s repositioning as a leading convenience retailer, with food, coffee, grocery and car-washing services driving growth, while ensuring our sites meet the changing needs of our loyal customers.
“Our licensee, Thomas Ennis, and his team excel at delivering a brilliant customer experience, and we wish him and his store team every success.”
Ennis added: “This redevelopment has been all about our customers, the commuters who rely on us every day, and the local community who have supported this site for years.
“We wanted to create a space that’s welcoming, easy to use, and genuinely adds value to people’s day, whether they’re grabbing a coffee or sitting down for food.
“The new store gives us the ability to offer more choice, better flow, and a more relaxed experience, and we’re incredibly proud to open the doors and welcome customers into a site designed with them firmly in mind.”
(Pic: Maxol)
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