Centra sold almost 10 million chicken fillet rolls last year, cementing the iconic lunchtime staple as the driving force behind a bumper year for the convenience chain.
The retailer recorded record sales of €2.2 billion in 2025, up 4.6 per cent year on year, with the humble chicken fillet roll playing a starring role. Staff across Centra’s 500 stores asked “butter or mayo?” nearly 10 million times as demand for the deli favourite helped deliver strong growth across food-to-go categories.
Centra said its deli division grew by 7.4 per cent last year, while overall deli sales were up around 7 per cent, reflecting Irish consumers’ continued love affair with freshly prepared convenience food. Research by the company found that Ireland consumes more than 200 million chicken fillet rolls annually, meaning the average person buys 3.36 rolls per month.
But it wasn’t just chicken rolls flying out the door. Coffee sales rose by 10.9 per cent, with Centra’s Frank & Honest brand now selling more than 26 million cups a year. A spell of warm summer weather also gave ice cream sales a major boost, with the Moo’d brand seeing a 15 per cent jump during the heatwave months.
The retailer also highlighted the success of new product launches, including a high-protein egg muffin, described as a “standout success” after more than one million units were sold in its first year.
Centra and SuperValu managing director Luke Hanlon said the strong results reflect the chain’s local focus and investment in its offer. “In 2026, we will invest €27 million in new and upgraded stores across the country and create over 500 new jobs nationwide,” he said. “This builds on a strong performance in 2025 and reflects what sets Centra apart — locally owned retailers delivering great service at the heart of communities.”
Centra currently serves 3.6 million customers every week, employs around 12,000 people, and operates more than 500 stores nationwide. As part of its expansion plans, the Musgrave Group-owned chain aims to reach 600 stores by 2030, with 25 outlets to be refurbished and 40 more revamped during 2026 alone.
For now, though, it’s clear that the chicken fillet roll remains king — and a cornerstone of Centra’s record-breaking success.
