Meeting the changing needs of consumers through continuous innovation

Supporting local enterprise

The quality of what we do with independent retailers is recognised globally, and today we are taking our brands even further with innovative store design, more digital offerings, wider product ranges, better convenience shopping and in store expertise. Our partnerships with local entrepreneurial retailers remain at the heart of what we do, and they are uniquely positioned in their communities to meet the needs of local shoppers in a way international supermarket chains cannot.

Supporting local enterprise

Digital transformation

Today’s big technology trends of social, mobile, cloud and the Internet of Things are impacting our business and our brands, presenting new challenges that demand technology driven solutions, alongside human ones.

We are equipping our people and stores with the technology they need to meet the changing needs of shoppers. From a personalised online shopping experience and easy to access digital vouchers, to health campaigns delivered via social media.

We were the first retailer to develop a transactional shopping app for smartphones to make online shopping easier for our customers and we have launched another first for the Irish market – our eSHOPS online shopping portal linked to the SuperValu Real Rewards scheme. This enables customers to earn Real Rewards when they shop with over 100 online brands such as Ebay, Expedia and Eason.

Redefining convenience

We continue to redefine convenience in our Centra and Daybreak stores, Mace in Northern Ireland and Dialprix El Súper de la Frescura in Spain. We have moved the emphasis on convenience shopping away from alcohol, cigarettes and unhealthy take-away food, to a healthier, fresher offering for shoppers. We believe healthy, quality food should be affordable and accessible even when you’re on the go, that’s why we’ve invested in store design, health campaigns and nutritious grab-and-go ranges in all our stores.

Store design and innovation

Our stores remain central to our success, as they have for over 140 years. Creating innovative omnichannel brands means more than just online shopping and apps. Store design and layout directly impacts the consumer experience and we continue to make significant investment in stores to make them destination places to visit and a pleasure to spend time in. Centra has won two IGD Awards: Innovative Store of the Year in 2017 and the Shopper Insight Award in 2018. This follows two A.R.E Design awards at GlobalShop for Centra and SuperValu.


The destination place for the food industry

Musgrave MarketPlace is Ireland’s largest wholesale and foodservices operation, serving more than 45,000 hotels, restaurants, and hospitality businesses. With over 12,000 retail and foodservice lines, including fresh produce, locally sourced products and now foodservice equipment such as ovens added to the range, we believe we have created a genuine ‘one-stop-shop’ for all foodservice industry needs.

Open 24/7, the MarketPlace online store offers customers the added convenience of being able to browse and order from our full range at a time that suits them.

Growing core and new business ventures

We aim to develop new business through applying our existing skill sets to new areas. This might mean diversifying our business to extend our reach through new ventures, or extending our existing brands into complementary products and services. For example, in 2018 we bought luxury Dublin-based food retail brand Donnybrook Fair, to strengthen our presence in the growing Dublin food market, and special occasion food sector.

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