Daybreak, the Irish convenience chain operated by Musgrave, has announced an €8.2m investment in its store expansion programme.
The funding will see it opening 37 new stores in Ireland, adding to its existing 300-strong estate. The move is part of the group’s aim to expand the Daybreak network to 360 stores by 2025.
During 2022, Daybreak’s sales increased by 15% compared to 2019 (the last non-Covid impacted year), while revamped stores saw sales climb 22%.
As well as more as promotions, the chain has been developing a range of sub-brands, including fresh food-to-go brand ‘Munch & Co’, ice cream brand ‘Lickety Split’ and coffee brand ‘9Grams’, to help differentiate its offer from competitors.
Thomas Morrison, Head of Retail and Musgrave MarketPlace, commented: “At Daybreak, we strive to deliver the best value and exceptional quality Irish products to customers. As consumer demand for high-quality food-to-go increases, we are responding by introducing new products. In particular, the market for evening meals is performing very strongly, and we are responding with a new Daybreak own-brand meals solution which will enhance our offering and brand image.”
He added: “We are also cognisant that these are challenging times, with increased living costs and rising inflation. We’re continuously adapting to meet our customers’ needs and give them the best possible value.”
