Daybreak - one of the many franchise brands in the Musgrave Plc stable - is Ireland’s newest convenience store chain. The name already adorns 120 stores.
But it seems Musgrave Plc did not devote any of their franchise fees to purchasing the logical domain name daybreak.ie
The reason perhaps lies in the recency of the name. A sole trader trading as Daybreak appears to have registered the domain before - although because the IEDR do not include a registration date in their WHOIS output we cannot be sure. The domain daybreak.ie has a single Frontpage Express style HTML page with a mobile phone number for a course.
Had the domain been a gTLD - com/net/org/info/biz - I imagine Musgrave Plc would have made an offer, but in our experience offers are rarely made for .ie domains. There is little data on the IEDR website over how a sale would be handled.
Regardless of the interactions - if any - between the sole trader and Musgrave Plc the ultimate action of the latter was to register daybreak.eu
In the franchised retail business image is everything. Shopfitters love this, as their bread and butter is ripping out last years shade of plastic signage and installing this years, from the psychologist approved plans. It thus doesn’t gel that Musgrave Plc would not splash out on the .ie for appearances sake.
.eu is not a ccTLD, yet is it not a gTLD, it falls somewhere in between perhaps it will make sense if the branch expands into the UK, although a .eu can do more harm than good in a euro-skeptic country.
Food for though.
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