- Data analytics
Maxol partners with Noahs to bundle hot meals and groceries in Ireland
Maxol and Noahs combine multi-brand hot meals and groceries in one delivery order at Irish forecourts, with over 60 sites planned.
Irish forecourt giant Maxol has partnered with food-tech firm Noahs to combine hot meal delivery and grocery shopping in a single digital transaction. Maxol can now run multiple virtual food brands from its existing kitchen space and sell them alongside traditional retail items in one delivery order.
Copenhagen-based Noahs brings smart kitchen infrastructure that lets Maxol offer diverse cuisines such as pizza, Mexican-style bowls, and fried chicken from a single location. Customers can bundle a freshly prepared dinner with everyday essentials like milk or snacks in one courier bag.
The initiative is active in three locations today, with plans to expand to over 60 sites. It runs on major delivery platforms like Just Eat, with Uber Eats and Deliveroo to follow. Non-fuel sales account for 40% of Maxol's gross profit, so the expansion matters for its revenue model, turning its forecourts into distribution hubs for delivery.
One kitchen, several digital storefronts to track
Running several brands from one kitchen adds complexity. When a single kitchen operates four or five different digital storefronts, keeping each one visible and competitively priced becomes a massive challenge, and manual checks cannot track how each brand performs against local competitors. Operators need data on how their virtual brands are positioned on the digital shelf across different regions and time slots.
Grocery retail and food service keep blurring, and companies adopting this hybrid model must keep their digital concepts visible and profitable in a crowded marketplace. Retail directors can use Virtual Brand Tracking to monitor the performance and brand health of each concept.
If you run virtual brands from a forecourt or grocery kitchen, reach out to our team to track how each one performs: Contact DoubleData.
