Daybreak, operated by Musgrave, has announced an €8.2 million investment in its store expansion programme. The investment will see it grow its nationwide presence with the opening of 37 new stores, from 300 currently. The move will also support up to 500 jobs across local communities, bringing the total employment figure at Daybreak to almost 4700. The expansion and investment programme will bring the Daybreak network to 360 stores nationwide by 2025.
2022 saw sales increase by 15% compared to 2019 (the last non-Covid impacted year) while revamped stores have seen sales grow by 22%. Customers found value in Daybreak stores during the pandemic and continue to visit regularly, enjoying the savings Daybreak offers.
In addition, the company has successfully developed a range of sub-brands including fresh food-to-go brand ‘Munch & Co’, ice cream brand ‘Lickety Split’ and coffee brand ‘9Grams’ which have helped Daybreak to set itself apart from competitors.
Speaking about the announcement, Thomas Morrison Head of Retail and Musgrave MarketPlace said: “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.”
Thomas continued: “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. I would like to thank our customers for their loyalty, as well as our retail partners in every community across Ireland for the role they have played in delivering this relentless value and service.”
Following the conference, the Daybreak Store of the Year awards took place with the top accolade going to Scally’s Daybreak South Link, in Cork City.
