The Maxol Group today announced the launch of a new, freshly prepared meal delivery service, designed to support the growing evening economy. The latest tech-driven innovation will initially be trialled at three Maxol locations, Donabate, Ardbrae, and Longmile Road. It’s a significant development that will see Maxol evolving its fresh food offering, meeting changing consumer lifestyle trends through smarter, more connected retail experiences for every time of day.
Using a leading delivery aggregator to fulfil orders, Maxol has signed an exclusive 18-month deal with restaurant platform, Noahs to digitise meal solutions that can be ordered online alongside some of the forecourt convenience retailers’ most popular convenience grocery lines.
Noahs will provide Maxol with leading chefs to advise on new menus, assist in the design of kitchens and provide comprehensive operating systems to offer a best-in-class solution available from a phone app, online or instore using touch screens. “We already offer an extensive range of freshly made meal solutions, but this takes our offering to a whole new level and potentially, to a whole new set of customers,” said Brian Donaldson, CEO Maxol. “Our fresh food offering is primarily focused on breakfast through to lunchtime but starting 2026, customers can enjoy cooked-to-order, high quality meals such as pizza, Mexican bowls, burgers and much more, that will be delivered straight to their door.” This move underscores Maxol’s transformation into a leading convenience food retailer, with non-fuel sales accounting for around 40% the company’s gross profit.
Car Wash – critical to success of the business
With an estimated 784k cars passing through a Maxol car wash in 2025, Maxol is taking steps to redefine what it means to deliver for customers beyond fuel. Car wash has become a critical and growing part of the operation, with Brian Donaldson explaining that it is a core service that strengthens customer loyalty and reputation, while driving repeat visits. Recognising the evolving expectations of motorists, Maxol is rolling out an American-style conveyor car wash technology representing a major leap forward in speed, quality, and customer experience. This innovative car wash system is already operational at two Maxol stations in Dublin, following the company’s acquisition of sites in Spawell and Coolquay earlier this year.
Planning applications for the conveyor car wash system that combines advanced automation with precision will be lodged shortly for five of Maxol’s existing sites in Limerick, Cork, Dublin, Belfast and Derry.
Looking ahead, 2026 will further mark the next stage of Maxol’s innovation journey with the planned launch of a car wash subscription model, giving customers unlimited access for a simple monthly fee. This approach not only delivers convenience and value for drivers but eliminates individual payments and will offer access to even more loyalty rewards through the Maxol loyalty app. Car wash is one of a number of areas where Maxol is setting new benchmarks for service and innovation within the forecourt sector and Brian Donaldson said: “This expansion underscores our commitment to innovation and customer satisfaction and I believe this will help position Maxol at the forefront of the next generation of forecourt retailing.”
