BWG plans to add 25 new locations by 2030 in response to growth in foodservice demand
BWG Group (“BWG”), one of Ireland’s leading food businesses, announces that it has completed the acquisition of the trading business for some of the country’s best‑known quick service restaurant brands, including O’Briens Cafe, Abrakebabra and Bagel Factory.
The acquisition represents BWG’s entry into the Quick Service Restaurant (QSR) sector and further strengthens the Group’s position across the foodservice market. As a leading foodservice, retail and wholesale operator, BWG views the QSR sector as a natural extension of its existing activities and a compelling long‑term growth opportunity with the sector now accounting for approximately 37 percent of the total foodservice market.
The acquired business operates a network of 72 locations nationwide, comprising 47 O’Briens and Bagel Factory outlets, 17 Abrakebabra restaurants and 8 Oasis of Taste Food Halls, supported by over 50 franchisee partners. The acquisition will complement BWG’s extensive brand portfolio that includes over 1,000 SPAR, EUROSPAR, LONDIS, MACE and XL stores across the country, and further enhances its ability to serve customers across multiple food channels.
The acquisition aligns with BWG’s long‑term strategy of building scale across complementary foodservice channels and partnering with independent entrepreneurs, and the franchise‑led operating model of the acquired business is closely aligned with BWG’s long‑standing tradition of supporting and investing in independent operators.
The acquired brands hold strong market positions and benefit from a broad footprint of strategically located sites across shopping centres, high streets and transport hubs, offering fast, convenient and premium food to consumers throughout Ireland, while offering strong prospects for future growth.
Commenting on the acquisition, John Moane, Group Chief Executive, BWG Group, said:
“The O’Briens Cafe, Abrakebabra and Bagel Factory brands are all long‑established, trusted names with strong customer recognition and a proven franchise model. BWG Group sees significant opportunity to build on these foundations, supported by a highly experienced franchisee base with deep operational expertise and local market knowledge. This sector has proven to be one of the most resilient and consistently growing areas of the Irish foodservice market and this acquisition positions BWG strongly to participate in that growth.”
Following the transaction, O’Briens Cafe, Abrakebabra and Bagel Factory will operate as a single entity subsidiary of BWG Group with the existing management team leading the next phase of growth, working with current franchise partners while continuing to develop a strong pipeline of new franchisees.
BWG Group has set a clear growth ambition for the business to expand by 25 additional locations by 2030, bringing the network to almost 100 locations nationwide. Growth will be driven by increased geographical reach, enhanced digital ordering and delivery, and continued investment in new product development. BWG Group also sees an opportunity for newly acquired brands to play a leadership role in innovation within the Irish QSR sector.
BWG Group will support the growth of O’Briens Café, Abrakebabra and Bagel Factory by leveraging the scale, expertise and infrastructure of the wider Group. The business will benefit from access to BWG Group’ central services, including HR, IT, Finance and Trading, enabling efficient growth while maintaining the entrepreneurial strengths of the existing franchise model.
