Supermac's

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Supermac's
Franchise
Industry Restaurants&Bars&Hotels
Founded 1978 in Ballinasloe, County Galway, Republic of Ireland
Founder Pat McDonagh
Number of locations
 106 (2015)
Area served
 Republic of Ireland, Northern Ireland
Key people
 Pat McDonagh (CEO)
Products Fast food
Revenue €79.9 Million (2013) €72.6 Million (2012)
€7.1 Million (2013)
€6.7 Million (2013)
Total assets €53.5 Million (2013) €46.7 Million (2012)
Total equity €53.4 Million (2013)
Number of employees
 Over 3,000
Website www.supermacs.ie

Supermac’s is an Irish fast food restaurant chain first opened in 1978. The first restaurant was located in Ballinasloe Town, County Galway in the West of Ireland. As of 2015 the chain consists of a total of 106 restaurants spread throughout Ireland[1] It operates a number of franchise outlets with many also privately owned. Supermac’s serves an average of 320,000 customers per week[2] and had annual revenues of €79.9 million and a profit of €7.4 million according to its 2013 closing report.[3]

Supermac’s menu includes fries, fresh beef hamburgers, chicken, fish and ice cream. Curry Chips and The Snack Box are included within its more recognisable signature products. The company has recently announced its intention to switch away from frozen meats to fresh.

History

The first restaurant was opened in Ballinasloe, County Galway in the West of Ireland by Pat and Una McDonagh.[4]

Originally, all staff members were residents within the restaurant’s area and the entire venue’s decoration was a tribute to the tastes and culture of the local spirit.[5]

As of November 2013, Supermac's is the largest Irish-owned quick service food chain.[6] The franchise currently has over 100 outlets across the Republic and Northern Ireland. In June 2014 Supermac’s’s opened its 100th store in the Barack Obama Plaza on the M7 Motorway.[7] Supermac’s also exclusively operates the Papa John’s Pizza brand in Ireland as well as SuperSubs which offers a variety of subs, wraps and salads. The company employs over 3,000 people as of 2015.[8]

Corporate overview

Name

The Restaurant was named together by locals and its owners: The founder, Pat McDonagh, earned the nickname ‘Supermac’ whilst playing Gaelic football for the Carmelite College in Moate. This then became the natural choice of name for his business, "Supermac’s"[9]

The characteristics of the Restaurant in terms of colouring and branding reflected this local affiliation. The Maroon and White of the Galway flag inspired the brand colours in brighter red and white. The font used to stylise the brand was a legible version of Pat McDonagh's signature and the fit-out of the Restaurant also reflected the same local and family principles.[citation needed]

Type of Restaurants

Supermac’s Family Restaurants are bright and airy with the intention of reflecting the freshness of the food served within the restaurants.[10] The décor in many of the restaurants highlights local events such as famous moments in GAA (Gaelic Athletic Association) games such as Hurling and Gaelic Football, Rugby and soccer and usually featuring players from the same area as each individual restaurant.

International Operations

Through Supermac’s Ireland Ltd, Pat and Una McDonagh also own Claddagh Irish Pubs & Restaurants, a chain of eleven Irish-themed bars & restaurants operating in 8 Midwestern states in the United States.[11]

Today Supermac’s is Ireland’s largest indigenous quick service restaurant group with a policy of continued expansion and growth.[12] Supermac’s Holdings Ltd. has applied to trademark the Supermac’s name in both Europe and Australia with plans to open branches in each jurisdiction following requests from residents in 15 cities around the world to do so.[13]

In June 2013 Supermac’s opened its 100th store in the Barack Obama Plaza on the M7 Motorway.[14] Since then, the company has further expanded its motor services business by developing the Tipperary Town Plaza and Mallow N20 Plaza on key national routes. In addition, the company intends to open another Plaza in Kiltullagh, Galway at the M6 Loughrea Junction in February 2016[15]

Hotels

The company has also expanded its hospitality business interests through the purchase and development of the Castletroy Park Hotel, Limerick, Loughrea Hotel & Spa, Galway and most recently Charleville Park Hotel, Cork and The Killeshin Hotel, Portlaoise.[16]

Products

Supermac’s offers a wide menu including French fries, hamburgers, chicken, fish and ice cream. Key food products include Curry Chips and The Snack Box, which are synonymous with Supermac’s. As part of the restaurant chain's evolving menu, the company has recently announced its intention to switch away from frozen meats to fresh.[17]

Advertising

Supermac’s initiated the "Bring them Home" campaign where they reunited families, whose relatives were living around the world, for Christmas. Between 2012 and 2013 Supermac’s flew 43 people who had emigrated from Ireland during the economic recession to locations worldwide back to Ireland to be with their families and friends over the festive season.[18] The campaign was promoted nationally on 2FM’sTubridy Show and through RTE One’sThe Late Late Show where the winners surprised their families by being reunited live on air during Christmas week. Winners travelled from Toronto, Chicago, Melbourne, Sydney and NYC. Supermac’s Times Square campaign appeared on Times Square, 7th Avenue, one of New York City’s most prominent buildings.[citation needed]

The chain has been voted one of the "Top 10 Restaurants to try" by Fox News[19] while USA Today voted Supermac’s one of the "Top Foreign Chains we want to move Stateside".[20]

Sponsorship

Supermac’s sponsors arts, culture and sport within the communities it operates. Their association with Galway hurling is the longest running inter-county GAA sponsorship in the country, currently in its twenty fifth year.[citation needed] In 2013 a new deal was signed seeing both hurling and football in Galway sponsored by one organisation for the first time.[21] The new deal includes sponsorship of Galway football and hurling across all age groups from under age through to minor, U21 and Senior. To date, Supermac’s has invested over €2 million into Galway Hurling.[22]

The company also regularly engages with other sports sponsorships such as rugby,[23] soccer,[24] international rules football (2005) and horseracing (Limerick, Ballinrobe races).[25]

Other national Supermac’s sponsorships include The Ray Foley Show Programme (Today FM) Sponsorship from 2010 to 2012. Through RTÉ 2FM the company sponsored The Will Leahy Show from 2012 to 2014.[citation needed]

On an international level the restaurant chain sponsored the Volvo Ocean Race 2009 and 2012 during the Galway leg of the race.[26] Supermac’s was also a key sponsor of Cannonball Ireland in 2012 and 2014.[27]

Controversy

McDonald’s have objected to Supermac’s registration application of both trademarks on the grounds that to McDonald’s the names Supermac’s and McDonald’s are similar. In its submission McDonald’s argue that the Supermac’s name is visually similar to their trademark while Supermac’s argue that they have traded alongside McDonald’s in the Republic of Ireland for over 30 years without confusion.[28]

Charity

Supermac’s has donated money to charities such as Trocaire and to local charities including Alan Kerrins African Projects.[29] It has also hosted charity events in its outlets such as Today FM’s Shave or Dye.[30]

See also

References

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External links

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