Episode 710

Inside Maxol: A CEO’s Vision for Customer Loyalty (#710)

Published on: 7th October, 2025

This episode is available in audio format on our Let’s Talk Loyalty podcast, and in video format on www.Loyalty.TV.

MAXOL is Ireland's leading, family-owned forecourt and convenience retailer. It was founded in 1920 by William McMullan and operates over 250 service stations across Ireland, offering fuel, convenience items, and food through its proprietary ROSA coffee and Maxol Deli brands. 

Maxol introduced a new mobile loyalty app in 2022 that integrates a digital loyalty program FuelPay, a carbon offset program, and loyalty offers centered on ROSA coffee and its car wash business.

This interview with Brian Donaldson, CEO Maxol Group looks deeply into the strategic vision for customer loyalty held by MAXOL and will give you an insider’s view of why customer loyalty is important to the C-Suite.

Hosted by Bill Hanifin

Show Notes:

1)Brian Donaldson

2) MAXOL

3) Paddy Mayne: Lt Col Blair 'Paddy' Mayne

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV.

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.

In 2025, she was chosen as the International Loyalty Industry Personality of the Year.