Supermac’s
Irish privately-held fast food chain founded in 1978, operating 120 restaurants across Ireland with 2,000+ employees. Offers burgers, fries, SuperSubs sandwiches, home delivery, click & collect, catering, and franchising to individual consumers and families, plus motorway service stations via its Plaza Group subsidiary.
- Company typePrivate
- Founded1978
- HeadquartersGalway, Ireland
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Supermac’s does
Supermac's is an Irish privately-held fast food restaurant chain founded in 1978 and headquartered in Ballybrit Business Park, Galway. The company operates 120 stores across Ireland, employing more than 2,000 people across restaurants and head office. Its core offering centers on a traditional quick-service menu of burgers, fries, and other Irish fast food staples, supplemented by the SuperSubs sub-brand for submarine sandwiches and ancillary services including corporate/party catering, school tours, and gift certificates.
The business operates an omnichannel ordering infrastructure that combines physical restaurant locations, an in-house online ordering platform at order.supermacs.ie (supporting home delivery and click & collect), and a proprietary mobile application available on iOS and Android with exclusive promotional codes (e.g., "APP25" for 10% off orders over €20). The technology stack is conventional restaurant-operations technology with standard e-commerce ordering functionality; no proprietary AI, SDK, or public API infrastructure is disclosed.
Revenue is generated primarily through direct food and beverage sales to individual consumers at company-owned and franchise locations, augmented by franchise/licensing fees, motorway service station operations via its wholly-owned Plaza Group subsidiary, and product placement through Maxol retail locations. The company achieved record revenues of €314.1 million in FY2024, a 7% year-on-year increase, though pre-tax profits declined 9.5% to €39.44 million partly due to €2 million in pension costs. The McDonagh family (founders Pat and Una McDonagh) retains full ownership of Supermac's Ireland Limited, the operating entity.
Supermac’s firmographics
Firmographics- Name
- Supermac’s
- Legal name
- Supermac's Ireland Limited
- Website
- https://supermacs.ie
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Irish privately-held fast food chain founded in 1978, operating 120 restaurants across Ireland with 2,000+ employees. Offers burgers, fries, SuperSubs sandwiches, home delivery, click & collect, catering, and franchising to individual consumers and families, plus motorway service stations via its Plaza Group subsidiary.
- Ownership category
- akta.pro rank
Supermac’s industry classification
Industry- Product category
- Quick Service Restaurants
- NAICS
- Restaurants and Other Eating Places (72251)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Burger Fast Casual (THAFABAA)
Keywords
Where Supermac’s is headquartered
LocationHeadquarters
- HQ city
- Galway
- HQ country
- Ireland
- HQ region
- Europe
Offices2 records
Markets served
Supermac’s business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Others
Revenue model
- Food and beverage sales: Revenue generated from direct sales of food and beverages to consumers at restaurant locations and through online ordering channels
- Franchise fees: Revenue from franchise partnerships, with franchising information available on corporate website
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard menu pricing for walk-in customers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Supermac’s product offering
Product offeringCore offering
Supermac's operates a chain of 120 fast food restaurants across Ireland serving burgers, fries, chicken, and other Irish fast food staples under the Supermac's and SuperSubs brands. The company sells directly to consumers via dine-in, takeaway, home delivery, and click & collect, and also generates revenue through franchise fees and catering services.
Product overview
Supermac's is a fast food restaurant chain operating 120 stores throughout Ireland, offering a unified product portfolio centered on its core restaurant brand. The company provides takeaway and delivery services through its main restaurant concept featuring burgers, fries, and Irish fast food staples. The product range includes the SuperSubs sub-brand for submarine sandwiches, home delivery and click & collect services via its online ordering platform, and a mobile app for exclusive deals and rewards. Additional offerings encompass corporate and party catering services, school tours, gift certificates, and franchising opportunities. The Plaza Group represents a motorway service station sub-brand within the group.
Differentiator
Problem solved
Functional benefit
Products and services
- Supermac's Restaurant Fast food restaurant offering takeaway and delivery services, featuring burgers, fries, chicken, and other Irish fast food staples across 120 stores throughout Ireland.
- SuperSubs Submarine sandwich sub-product line offered as part of the Supermac's menu, branded as a distinct offering under the Supermac's umbrella.
- Corporate and Party Catering Catering service for corporate events and parties, allowing customers to order bulk food for group occasions.
- Home Delivery Online delivery service allowing customers to order Supermac's food for home delivery through the company's ordering platform.
- Click & Collect Online ordering service where customers place orders via the website or app and collect in-store.
- Supermac's Mobile App Mobile application available on iOS and Android providing exclusive deals, promotions, and rewards for ordering, including codes like APP25 for 10% off orders over €20.
- The Plaza Group (Motorway Service Stations) Motorway service station concept under the Supermac's group, featuring the €20 million flagship outlet near Ennis, Co Clare on the M18.
- Franchising Program Franchise opportunity program allowing entrepreneurs to open Supermac's locations under the company's brand and operating model.
- Gift Certificates Digital and physical gift voucher system for gifting Supermac's food and meals.
Companies that use Supermac’s
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles3 records
Supermac’s technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Supermac’s partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MaxolminorMaxol Group has announced food partnerships with various brands including Supermac's, as part of their convenience store and fuel station food offerings. Supermac's products are available at Maxol retail locations.
Scale indicators4 records
Recent moves1 record
Supermac’s competitors and assessment
Company assessmentBroad incumbents
- Subway Ireland: Subway competes in the broader fast food segment in Ireland with a sandwich-led menu that partially overlaps with Supermac's SuperSubs sub-brand. Both target convenience-driven, value-conscious consumers.
- McDonald's Ireland: McDonald's operates the largest global QSR brand with a strong Irish presence, directly competing with Supermac's in the burger fast casual segment. It is a key benchmark for digital ordering, drive-thru, and value menu strategies.
- KFC Ireland: KFC operates a significant Irish footprint in the chicken QSR category, competing for the same value-conscious, family-oriented fast food occasions as Supermac's. It is a major international QSR benchmark.
Direct peers
- Abrakebabra: Abrakebabra is an Irish-owned fast food chain focused on kebabs and burgers, with a similar home-grown, value-oriented positioning to Supermac's. Both target price-sensitive Irish consumers in the takeaway/dine-in segment.
- Eddie Rocket's: Eddie Rocket's is an Irish-owned diner-style restaurant chain serving burgers, shakes, and American-inspired comfort food. It competes directly with Supermac's for Irish consumers seeking domestic casual dining alternatives.
- Burger King Ireland: Burger King competes directly with Supermac's in the burger-focused fast food category across Ireland, with comparable menu positioning and value-led propositions targeting similar consumer demographics.
- Domino's Pizza Ireland: Domino's is a leading delivery-focused QSR competitor in Ireland with strong digital ordering infrastructure. It competes with Supermac's home delivery service for share of in-home dining occasions.
Regional players
- Four Star Pizza: Four Star Pizza is an Irish-owned pizza delivery and takeaway chain, comparable to Supermac's as another home-grown Irish QSR brand with delivery-led operations competing for in-home meal occasions.
- Apache Pizza: Apache Pizza is an Irish-owned pizza delivery chain with a comparable value-led, delivery-focused positioning. Both compete for share of the Irish takeaway and home delivery market.
- Papa John's Ireland: Papa John's operates in Ireland as a regional franchise and is explicitly linked from Supermac's own corporate website footer, indicating an existing commercial or co-marketing relationship in the Irish delivery market.
Market position
Strengths5 records
Weaknesses5 records
Key risks6 records
Key highlights7 records
Customer concentration
Supermac’s social profiles
Digital presenceSupermac’s financial estimates
Financial estimateRevenue estimate
Valuation estimate
Supermac’s leadership team
Management profileNumber of profiles
Profiles2 records
Supermac’s subsidiaries and ownership
Company hierarchySubsidiaries1 record
Supermac’s funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Supermac’s M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Supermac’s
What does Supermac’s do?
Supermac's operates a chain of 120 fast food restaurants across Ireland serving burgers, fries, chicken, and other Irish fast food staples under the Supermac's and SuperSubs brands. The company sells directly to consumers via dine-in, takeaway, home delivery, and click & collect, and also generates revenue through franchise fees and catering services.
Is Supermac’s a public or private company?
Supermac’s is a private company. It is classified as family owned and is currently operating.
When was Supermac’s founded?
Supermac’s was founded in 1978. It employs 1,001 to 5,000 people.
Where is Supermac’s based?
Supermac’s is headquartered in Galway, Ireland, in the Europe region.
How does Supermac’s make money?
Two revenue lines are on record. Food and beverage sales are the primary driver. The others are franchise fees.
Who are Supermac’s's main competitors?
Broad incumbents on record are Subway Ireland, McDonald's Ireland and KFC Ireland. Direct peers are Abrakebabra, Eddie Rocket's, Burger King Ireland and Domino's Pizza Ireland. Regional players are Four Star Pizza, Apache Pizza and Papa John's Ireland.
Does Supermac’s have an API?
No public API is recorded for Supermac’s.
What industry is Supermac’s in?
Supermac’s's product category is Quick Service Restaurants. Its primary akta.pro industry code is THAFABAA, Burger Fast Casual. Its NAICS code is 72251 and its SIC code is 5812.