"Against fierce competition, the Irish chain led by Margaret Heffernan reaffirmed its position as the supermarket leader over Christmas. We look at the success of a brand that went from bargain basement to top drawer It was one of the best-known slogans in Irish retail history. "Better value beats them all". For Dunnes Stores, it was a mantra that ensured that price-conscious shoppers flocked through its doors."
"But that was a different time, when the flamboyant yet plain-talking Ben Dunne was at the helm and in an era before the German invasion of Lidl and Aldi changed the Irish supermarket trade for good."
Dunnes Stores, led by Margaret Heffernan, reaffirmed its position as Ireland's supermarket leader over the Christmas period despite fierce competition. The brand transitioned from a bargain-basement image to a top-drawer offering, blending competitive pricing with improved product positioning. The historic slogan "Better value beats them all" attracted price-conscious shoppers and supported broad-market appeal. Earlier leadership under Ben Dunne was marked by flamboyant, plain-speaking management. The expansion of German discounters Lidl and Aldi significantly altered the Irish supermarket landscape, increasing price pressure and compelling established chains to adapt strategies to maintain market share.
Read at Independent
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