Maxol has launched Ireland’s first digitally enabled car wash subscription model, which is now available through the Maxol loyalty app.
Membership of Maxol’s new Wash Club allows up to 10 washes per billing month, priced from €19.95 for a regular wash up to €27.95 for a premium wash. The monthly subscription means that members simply scan to wash at 59 participating Maxol locations, eradicating the need for individual transactions, a further step towards removing friction from the customer journey, while also offering unrivalled value.
Building on the company’s investment in American-style conveyor car wash technology, already introduced at Maxol Spawell and Maxol Coolquay in Dublin, the subscription model is a market-leading innovation that is indicative of Maxol’s forward-looking approach to its forecourt services.
With an estimated 1 million cars passing through a Maxol car wash in 2026, the business is aiming to secure 1.25 million in 2027 following the launch of Wash Club. “I see significant potential in adding even more subscription-based services to our offering as we know that customers increasingly value the convenience and control that mobile technology offers,” said Brian Donaldson, CEO of the Maxol group. Maxol invested €1.65 million in car wash technology and new facilities during 2026.
Renewed focus on EV infrastructure
Maxol is preparing to accelerate investment in electric vehicle charging infrastructure as EV adoption in Ireland gathers momentum. The company has previously taken a measured approach to the development of its charging network, balancing the need to support the transition to lower-emission transport with the commercial realities of EV demand, grid capacity and the pace of technological change.
Maxol’s existing ultra-rapid EV charging hubs and standalone chargers are located at sites in Dublin, Meath, Kildare, Galway, Cork, Wexford, Antrim, Derry and Down. With BEVs now representing more than 27% of the new car market in Ireland (by engine type, source: SIMI), Brian Donaldson said the company is reviewing investment in charging infrastructure in line with improving market demand. The investment includes the development of an EV charging app function, currently being trialled, that will enable customers to pay for charging services from their mobile phone.
The company will now look to further expand its network of ultra-rapid EV charging hubs and stand-alone chargers, with plans for its next hub in Rathnew, Wicklow, at an advanced stage. The new hub will be powered by 100% renewable energy.
“We have always recognised that EV charging will be an important part of the future mobility landscape, but our approach has been to invest sensibly and ensure that infrastructure is developed where there is a clear customer need,” said Donaldson. “With BEV sales on the rise, we will support motorists making the transition to electric vehicles with the further expansion of our charging network in 2027 and 2028. The challenges around grid capacity, access to power and planning remain, but there is a clear role for forecourt operators in providing reliable, accessible and convenient charging facilities.”
DIGITAL FOOD & GROCERY DELIVERY SERVICE EXPANDS
Following the launch of Maxol’s freshly prepared meal and grocery online delivery service earlier this year, a more recent focus has been the national rollout of the programme to 51 Maxol stores. In partnership with international food tech company, Noahs, the first-to-market offering for a convenience forecourt retailer enables customers to access cooked-to-order meals and a selection of groceries direct to their door from their local service station.
Brian Donaldson said the expansion reflects Maxol’s ambition to become an increasingly relevant food destination beyond its traditional breakfast and lunchtime food offering and into the evening market.
“By working with the right partners, we have extended our reach into the nighttime economy and to new customer groups, and there is significant demand in Ireland for this all-day service,” said Donaldson. “People can order through online aggregators, through touch screen kiosks in-store, and through their phones. The quality of the food is exceptional and in entering this market we also took a decision to extend our Maxol Deli opening hours beyond 3pm to 10pm. By building on our store redevelopments, our food offering and expertise and our technology, we saw an immediate uplift in sales, proving that extended hours work for our customers, and for the business.”
The online delivery service complements Maxol’s growing in-store food and beverage offering, including the Maxol Market Deli, proprietary ROSA Coffee range, and other quick-service restaurant partnerships with well-known brands such as Supermac’s, Burger King and Zambrero.
“For our customers, shopping is about choice, quality and convenience and we have built our food strategy around these three pillars,” said Donaldson. “It’s a hugely competitive market and we work hard to identify what our customers want, as we look to give them even more reasons to choose Maxol.”
Transforming the customer journey
Maxol has embraced digital innovations to deliver a seamless customer experience including app-based fuel payments, self-service checkouts and automated systems to support fuel pricing and stock replenishment.
Donaldson sees Maxol’s loyalty app, which has over 105,000 subscribers, as more than a digital rewards card, saying that it is a platform for connecting with customers, encouraging repeat visits and making transactions more convenient and rewarding.
“Through our loyalty app we have used technology to create a mutually beneficial relationship; customers receive greater value, convenience and personalised rewards and the business benefits from stronger engagement, increased loyalty and opportunities to grow sales,” he said.
Maxol is deploying generative AI across a range of business functions including marketing, human resources, research and business forecasting. Its approach is underpinned by internal policies covering data protection, appropriate use and risk management, as the Group continues to build its understanding of the technology and its practical applications.
“Technology is changing how customers interact with businesses and their expectations around products and services, including how they pay,” said Donaldson. “Where there are opportunities to improve efficiencies and give our colleagues more time to focus on customers, we will embrace them. However, like many other companies, we are still exploring the full potential of AI and believe it is important to approach its adoption.”
Founded in 1920, Maxol is a private business owned by the McMullan family. There are 249 Maxol sites in Ireland, 124 of which are company owned (91 in ROI, 33 in NI) with 125 supplied under the Maxol brand and operating as independent dealer-owned sites (53 in ROI, 72 in NI). The Group employs 85 people directly and supports 1,300 jobs indirectly across its network. www.maxol.ie