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New C&M analysis: Consumer Foodservice (Ireland) Supermacs Ltd Company Profile
Supermacs Ltd in Consumer Foodservice (Ireland) - a new company profile report on 2014-03-18 22:29:03
Supermac´s is Ireland´s largest and fastest-growing indigenous fast food group. The first Supermac´s opened its doors as far back as 1978 in Main Street, Ballinasloe, Co. Galway. Since then, Supermac´s has gone from strength to strength with a turnover well in excess of €82m and well over 2500 employees. Supermac´s operates over 100 stores throughout Ireland & Northern Ireland and is adopting aggressive expansion plans. Consumers in Ireland are increasing their spending as the economy remains slow although starts to show signs of improvement. It seems that the Irish economy is finally turning around, albeit at a very slow pace. The country seems to have seen the worst of all the austerity that has come before, and many consumers are tentatively increasing their spending levels. This improvement means that the consumer is still seeking value in their consumption habits on a daily basis. However, consumers are beginning to expect better quality for their cash. Some foodservice businesses have already improved their product offering despite reducing prices. Fast food outlets in particular have improved their offering, and some have even looked at moving from non-casual to fast casual outlets. It seems that the rest of the industry will follow suit, as Irish consumers continue to reject brand loyalty.

Ireland foodservice market is becoming increasingly diverse. Irish consumers are becoming more travelled and the island itself is becoming much more culturally diverse. With these changes has come an opportunity for more types of foodservice to enter the market. Asian and Latin food types are performing well, and it is expected that demand for these two food categories will continue to increase in coming years as consumers´ disposable income levels continue to rise. Many of the operators within these two food types are Independent or have only a small number of chains operating at present. However, it is envisioned that a large chain could enter both of these categories, particularly within full-service restaurants or fast food.

Irish consumers seem to favour McDonald´s as a brand and the family focused approach in their stores seems to driving sales. When it comes to value share McDonald´s Corp is performing strongest within the industry. The brand may not have the largest number of outlets in the industry, but McDonald´s remains the most popular brand among Irish consumers as it has built a strong reputation, particularly with the introduction of the McCafé brand. McDonald´s has focused its efforts on assisting families when they are in its outlets. The company has also seen success in strategic locations with its drive-thru format, which is very popular in this market. Its strategy has helped to expand at a successful rate, and it looks as though the company will continue to expand in future.

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