'From Better Value to Simply Better': How Dunnes Stores kept its foreign rivals at bay to win the grocery shopping wars

"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."

Under Margaret Heffernan's leadership, Dunnes Stores reaffirmed its position as Ireland's leading supermarket over Christmas despite fierce competition. The brand evolved from bargain-basement origins to a top-drawer retailer. The slogan "Better value beats them all" historically drew price-conscious shoppers. Ben Dunne's flamboyant, plain-talking era helped define an earlier, value-driven identity. The arrival of German discounters Lidl and Aldi substantially altered the Irish supermarket landscape. The chain's recent performance indicates a successful adaptation that allowed it to compete effectively amid intensified market rivalry and shifting consumer expectations.

Read at Independent