Maxol
Maxol is Ireland's leading family-owned forecourt and convenience retailer, operating 70+ stations across Ireland offering fuel, food, car wash, lubricants, fuel cards, and a loyalty app with in-app FuelPay payments.
- Company typePrivate
- Founded1920
- HeadquartersDublin, Ireland
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Maxol does
Maxol is Ireland's leading family-owned forecourt and convenience retailer, operating for over 102 years with a network of 70+ company-owned and independent dealer stations across the Republic of Ireland and Northern Ireland. The company is organised into four core business divisions: Retail Convenience (forecourt retail, fuel, food, coffee, car wash, EV charging, and the Maxol Loyalty App with FuelPay in-app mobile payment), Lubricants (a full range of automotive, fleet, agricultural, marine, off-highway, and industrial oils plus AdBlue, certified to ISO 9001, ISO 14001, and ISO 45001), Fuel Cards (business fleet management via the WebPlus portal), and Fuel (standard and premium fuels plus the hvoPRO Hydrotreated Vegetable Oil biofuel). Maxol serves both individual consumers at forecourts and business customers through fleet fuel cards and a lubricant distribution network spanning agricultural co-ops, hardware stores, and motor factors including Dairygold, Fane Valley, Woodie's, and Tirlán.
Maxol's technology stack centres on its digital loyalty infrastructure rather than AI, comprising the Maxol Loyalty App (iOS and Android) with the proprietary FuelPay in-app fuel payment feature, the WebPlus B2B account management portal (API V2.7.7.1) for fuel card administration, the Engine Oil Advisor product finder, and the Station Finder locator. The business model combines transaction-based fuel sales, retail convenience and food partnerships (Burger King, Zambrero, Abrakebabra, Supermac's, Insomnia, and Dunnes Stores alongside Maxol's own ROSA Coffee and Maxol Deli brands), subscription car wash services, B2B fuel card transaction fees, and lubricant sales via dealers and distributors. Pricing is largely transaction-based with selective subscription (monthly car wash) and freemium (loyalty app with free ROSA Coffee on sign-up) models, and non-fuel revenue has grown to approximately 40% of gross profit.
Maxol is led by CEO Brian Donaldson and operates as The Maxol Group, reporting FY2024 turnover of €786 million and profit before tax of €33.3 million. The company is currently executing a five-year €193 million investment strategy (2023-2027) covering site acquisitions, redevelopments, food partnership expansion, and new product lines including American-style conveyor car washes and online meal and grocery delivery launched April 2026 via an exclusive partnership with Copenhagen-based food-tech Noahs and Just Eat, with Uber Eats and Deliveroo planned.
Maxol firmographics
Firmographics- Name
- Maxol
- Legal name
- Maxol Limited
- Website
- https://maxol.ie
- Company type
- Private
- Founded year
- 1920
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Maxol is Ireland's leading family-owned forecourt and convenience retailer, operating 70+ stations across Ireland offering fuel, food, car wash, lubricants, fuel cards, and a loyalty app with in-app FuelPay payments.
- Ownership category
- akta.pro rank
Maxol industry classification
Industry- Product category
- Fuel Retail & Convenience
- NAICS
- Gasoline Stations (4571), Fuel Dealers (4572)
- SIC
- Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ)
- akta.pro secondary industries
- Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB), Automotive, Tools & Industrial Supplies (B2B) (CRAEAEAH)
Keywords
Where Maxol is headquartered
LocationHeadquarters
- HQ city
- Dublin
- HQ country
- Ireland
- HQ region
- Europe
Offices3 records
Markets served
Maxol business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Fuel Sales: Sale of petrol, diesel, premium fuels, and HVO biofuel at forecourt locations across Ireland
- Retail Convenience: In-store food and coffee (Maxol Deli, ROSA Coffee), groceries, and convenience items at forecourt locations
- Car Wash Services: Subscription and pay-per-use car wash services, including American-style conveyor car wash technology rollout
- Food Delivery: Online meal and grocery delivery via partnerships with Noahs, Just Eat, and planned Uber Eats and Deliveroo
- Fuel Cards: Business fuel card services for fleet management and fuel cost control
- Lubricants: Sale of automotive, agricultural, marine, and industrial lubricants through distributors and retailers across Ireland
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Car Wash Subscription |
| Freemium | Pay-as-you-go | Loyalty Program - Free Rewards |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels9 records
Maxol product offering
Product offeringCore offering
Maxol operates a network of forecourt retail locations across the Republic of Ireland and Northern Ireland selling petrol, diesel, premium fuels, and hvoPRO HVO biofuel, alongside an integrated convenience retail proposition featuring Maxol Deli fresh food, ROSA Coffee, branded food partner concepts, car wash services, and EV charging. The company also runs a B2B lubricants business supplying engine oils, hydraulic oils, greases, gear oils, and AdBlue across automotive, fleet, agriculture, marine, and industrial sectors, and a B2B fuel card programme (Maxol Fuel Cards) for fleet management with the WebPlus online account portal.
Product overview
Maxol is Ireland's leading family-owned forecourt and convenience retailer operating for over 102 years, organized into four core business divisions: Maxol Retail Convenience (forecourt retail, food, coffee, loyalty, EV charging, car wash), Maxol Lubricants (engine oils, hydraulic oils, greases, gear oils, antifreeze, AdBlue across automotive, fleet, agriculture, marine, industrial, and off-highway sectors), Maxol Fuel Cards (fleet fuel card management with WebPlus online portal), and Maxol Fuel (fuel sales including premium fuels and hvoPRO sustainable biofuel). The company also operates a growing online delivery service through a partnership with Noahs and Just Eat, and offers digital tools including the Maxol Loyalty App with FuelPay, Engine Oil Advisor, and Station Finder. Maxol's lubricants division is ISO 9001, ISO 14001, and ISO 45001 certified and serves customers across Ireland through a network of over 70 company-owned and independent dealer locations.
Differentiator
Problem solved
Functional benefit
Brands
- ROSA Coffee: Maxol's signature blend coffee that is roasted in Ireland, offered at Maxol locations.
- Maxol Deli
- hvoPRO
- FuelPay
- Maxol Loyalty
Products and services
- Maxol Retail Convenience
Quantifiable outcome
- Non-fuel sales now account for approximately 40% of gross profit, demonstrating successful diversification strategy
Companies that use Maxol
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles4 records
Maxol technology and API
TechnologyTechnology focussed No
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Maxol partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, community, planned and supporting.
- NoahscoreCopenhagen-based food-tech company with exclusive 18-month agreement to digitise Maxol's fresh food operations, combining multiple food concepts with Maxol's grocery lines in a single digital ordering experience. Service launched initially at three Dublin-area locations with Just Eat as delivery partner.
- Just EatcoreDelivery partner for Maxol's online meal and grocery delivery service, enabling order fulfillment from Maxol locations.
- Irish Guide Dogs for the BlindcommunityAll-Ireland charity partnership to support visually impaired people through guide dog services. Maxol has raised over €310,000 for the charity.
- Guide Dogs NIcommunityNorthern Ireland charity partnership supporting visually impaired people, part of all-Ireland partnership with Irish Guide Dogs for the Blind.
- Uber EatsplannedPlanned delivery partner expansion for home food delivery from Maxol locations.
- DeliverooplannedPlanned delivery partner expansion for home food delivery from Maxol locations.
- Dunnes StoressupportingFood partnership expanding food offerings at Maxol locations.
- Supermac'ssupportingFood partnership expanding food offerings at Maxol locations.
- Burger KingsupportingFood brand partnership offering branded food at Maxol locations.
- ZambrerosupportingFood brand partnership offering Mexican cuisine at Maxol locations.
- AbrakebabrasupportingFood brand partnership offering food at Maxol locations.
- InsomniasupportingCoffee partnership providing barista-style coffee at Maxol locations.
Scale indicators10 records
Recent moves10 records
Expansion highlights6 records
Maxol competitors and assessment
Company assessmentDirect peers
- Castrol: Global lubricants brand (BP subsidiary) and direct competitor to Maxol Lubricants across automotive, fleet, agriculture, marine, and industrial lubricant categories. Comparable product portfolio and end-market segmentation.
- Applegreen: Irish-founded forecourt and convenience retailer with operations across Ireland, the UK, and the US. Most directly comparable peer given overlapping Irish footprint, food partnership strategy, and integrated loyalty propositions.
- Topaz Energy: Ireland-headquartered fuel retailer and supplier operating across the island of Ireland. Direct peer for Maxol's core forecourt fuel, convenience, and dealer network activities.
- Tesco Ireland: Operates forecourt petrol stations integrated with Irish supermarkets, combining fuel and grocery convenience in a single footprint. Overlaps with Maxol's combined fuel plus food plus convenience model at major population centers.
Broad incumbents
- Circle K (Alimentation Couche-Tard): Global fuel retail and convenience operator with a substantial Irish presence inherited from the Topaz acquisition. Larger, public, multi-geography incumbent overlapping in fuel retail, food service, and loyalty.
- TotalEnergies Ireland: Major oil-major branded forecourt and convenience operator in Ireland. Competes with Maxol across branded fuel retail, while Total's broader sustainability and EV offerings mirror Maxol's hvoPRO and EV charging strategy.
- Esso Ireland (ExxonMobil): Major oil-major branded forecourt network in Ireland. Competes with Maxol on fuel retail and convenience at branded sites, offering scale advantages in fuel supply and brand recognition.
- Shell Ireland: Oil-major branded forecourt retailer across Ireland and Northern Ireland. Direct competitor in branded fuel retail and convenience, with stronger international sourcing and capex capacity.
- BP Ireland: Oil-major branded forecourt network in Ireland and parent of Castrol lubricants. Competes with Maxol in branded fuel and through Castrol, directly comparable to Maxol's lubricants division.
Regional players
- BWG Foods (Mace / Spar): Irish wholesale and convenience retail group operating Mace, Spar, and Xpress Stop franchises. Overlaps with Maxol's independent dealer partner network and convenience retail strategy across the same Irish geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Maxol social profiles
Digital presenceMaxol compliance and trust
Trust signalCompliance3 records
Maxol financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maxol leadership team
Management profileNumber of profiles
Profiles7 records
Maxol funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maxol 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 Maxol
What does Maxol do?
Maxol operates a network of forecourt retail locations across the Republic of Ireland and Northern Ireland selling petrol, diesel, premium fuels, and hvoPRO HVO biofuel, alongside an integrated convenience retail proposition featuring Maxol Deli fresh food, ROSA Coffee, branded food partner concepts, car wash services, and EV charging. The company also runs a B2B lubricants business supplying engine oils, hydraulic oils, greases, gear oils, and AdBlue across automotive, fleet, agriculture, marine, and industrial sectors, and a B2B fuel card programme (Maxol Fuel Cards) for fleet management with the WebPlus online account portal.
Is Maxol a public or private company?
Maxol is a private company. It is classified as family owned and is currently operating.
When was Maxol founded?
Maxol was founded in 1920. It employs 101 to 250 people.
Where is Maxol based?
Maxol is headquartered in Dublin, Ireland, in the Europe region.
How does Maxol make money?
Six revenue lines are on record. Fuel Sales are the primary driver. The others are retail Convenience, car Wash Services, food Delivery, fuel Cards and lubricants.
Who are Maxol's main competitors?
Direct peers on record are Castrol, Applegreen, Topaz Energy and Tesco Ireland. Broad incumbents are Circle K (Alimentation Couche-Tard), TotalEnergies Ireland, Esso Ireland (ExxonMobil), Shell Ireland and BP Ireland. BWG Foods (Mace / Spar) is listed as a regional player.
Does Maxol have an API?
Yes. Maxol Fuel Card account management platform (WebPlus) offers an API for fuel card program administration. The admin portal includes 'API Config' functionality for account and fuel card management, and the WebPlus system version is listed as 'API V2.7.7.1', indicating a versioned partner-facing API for managing fuel card accounts, transactions, card requests, and site locator services.
What industry is Maxol in?
Maxol's product category is Fuel Retail & Convenience. Its primary akta.pro industry code is EUALAIAJ, Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers), with a secondary code of EUALAIAB, Branded Fuels Wholesaling & Jobber Distribution. Its NAICS code is 4571 and its SIC code is 5172.