Musgrave serves up fish and chips brand as it eyes €1.6bn market opportunity

RETAIL group Musgrave is introducing a chip shop franchise, the Sunday Independent has learned.

The company, which owns brands including SuperValu, Centra and Mace, is now adding Chipmongers to its portfolio.

Three outlets have been opened — in Churchtown, Co Dublin; Bray, Co Wicklow; and Enniscorthy, Co Wexford. The company is in discussions with more potential franchisees as it looks to roll the brand out further.

“Chipmongers is targeted at the fast food sector, with 1,800 existing independent fast food outlets representing a €1.6bn market opportunity. Musgrave will provide the marketing, sales and IT expertise to enable independent food businesses to succeed, similar to the business model of its SuperValu and Centra brands, which are number one in the grocery retail and convenience sectors respectively,” Musgrave said in a statement to the Sunday Independent.

“The three initial Chipmongers outlets have proved popular in their local communities, each recording strong sales increases since joining the Chipmongers family. Similar to SuperValu and Centra stores, Chipmongers outlets are owned and operated by local entrepreneurs. For example, Marsella’s Chipmongers in Churchtown is a family-owned business which has operated a traditional Italian fish and chip shop in the area for almost 50 years.” Musgrave said the Chipmongers menu includes standard chip shop offerings, as well as items like sweet potato fries and “lighter bites” designed to take advantage of current trends.

Recently the company — which employs around 35,000 people across its network in Ireland — said it was investing €24m to overhaul Centra and provide a healthier offering to its customers, aiming to have 150 stores refurbished by the end of this year.

It has also begun exporting SuperValu own-brand products to China via a partnership with ecommerce giant Alibaba. Musgrave also owns the Dialprix brand under which 80 stores operate in Spain.