Consumer Foodservice in Morocco
Euromonitor International's Consumer Foodservice in Morocco report examine stand-alone restaurants and eating establishments in which the consumer can freely choose to eat. The report looks at market trends by sector (cafes/bars, full-service restaurants, fast food, home delivery and street stalls). It profiles the leading companies in the market and analyses factors influencing eating out patterns. Forecasts illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of foodservice value market size, company and brand shares and number of outlets and transactions.
Tables: 164 | Publication date: Nov 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Consumer foodservice by chained/independent; Consumer foodservice by location; Consumer foodservice by type; Consumer foodservice by type and chained/independent
Executive summary
Consumer foodservice registers strong growth in 2007
Moroccans enjoyed higher disposable income in 2007, which increased their propensity to indulge in expensive meal options. Value sales recorded higher growth rates compared to transactions or outlet numbers, as consumers became more interested in the quality of the food that they ate. The increasing demand for high quality and healthy food resulted in higher average meal prices. All these factors, alongside the growing number of tourists flocking into the country boosted the value sales of the consumer foodservice industry in 2007.
Moroccans become increasingly globalised, although local flavours still prevail
As an integral part of Moroccan tradition, local flavours remained the preferred variety across all consumer foodservice formats over the review period. This is indicative of the majority of consumers who tend to adhere to local delicacies, and is reflected in the menu offerings of most outlets. Thus, even multinational fast food operators such as McDonald’s (First Restaurant International) allocate part of their menu to Moroccan-specific meals, such as the McFtour menu served during Ramadan or the spiced beef patty served in pitta bread. Nonetheless, the review period saw rising demand for sophisticated dishes and new international cuisine such as Asian food, including both sushi and Thai food, which are regarded as relatively healthy.
Chains gain share albeit from a low base
Chains are gaining share gradually at the expense of independent outlets, as the former tend to be more profitable due to their higher prices. Improving economic conditions for middle- and lower-income groups have fuelled the expansion of chained outlets, even in mid-sized cities and middle- and lower-income neighbourhoods. Thus, new openings were noted in cities such as Meknes, Fes, Tetouane, Tangier and Agadir. At the same time, increased purchasing power encouraged the development of shopping centres nationwide, generating space for consumer foodservice expansion in high traffic locations, which became key targets in the growth strategies of many chained consumer foodservice outlets.
Expansion of franchising
To increase the number of their outlets, a large number of consumer foodservice operators have tended to use franchising as an expansion strategy. The practice has been particularly popular amongst chained consumer foodservice outlets. Franchising has enabled companies to expand their businesses locally because of the low costs and risks involved. Many local independents also converted to chains through franchising due to the many benefits, such as logistical support and brand recognition.
First Restaurant International leads a fragmented industry containing a plethora of players
Consumer foodservice remained highly fragmented in Morocco, with a high proportion of independent operators. In this highly competitive industry, First Restaurant International (McDonald’s) managed to remain the top player, holding a value sales share of almost 2% in 2007. The company consolidated its leading position following the acquisition of six outlets that belonged to Holding de Restauration, McDonald’s second franchise holder in Morocco. First Restaurant International’s leading position is also the result of its well-established brand name, McDonald’s, its constant product development and continuous marketing support for its brand via audiovisual and printed advertisements.
Strong growth anticipated
As a consequence of the projected improvement in the economy with decreasing unemployment and increasing disposable income, consumer foodservice is expected to perform well over the forecast period. Busier lifestyles due to more women joining the workforce will push the convenience trend even further, thus prompting consumers to turn to consumer foodservice for their meal solutions. Tourism is expected to play a key role over the forecast period, as huge investments are projected to enhance the infrastructure within the travel and tourism market and contribute to increased consumer foodservice sales. Consumer foodservice is also expected to grow because of the rapid increase in the number of shopping centres and leisure parks, which are becoming the key sought-after locations for chained brands.
Table of contents
CONSUMER FOODSERVICE IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Consumer foodservice registers strong growth in 2007
Moroccans become increasingly globalised, although local flavours still prevail
Chains gain share albeit from a low base
Expansion of franchising
First Restaurant International leads a fragmented industry containing a plethora of players
Strong growth anticipated
KEY TRENDS AND DEVELOPMENTS
Growth in shopping centres fuels growth in the market
Changing lifestyles favoured eating away from home
Menu diversification to adapt to local tastes and health concerns
The increasing number of tourists drives consumer foodservice sales
Chained outlets perform better, albeit outnumbered by independents
MARKET DATA
Table 1 Units, Transactions and Value Sales in Consumer Foodservice: 2002-2007
Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2002-2007
Table 3 Consumer Foodservice by Independent Vs Chained Outlets: Units/Outlets 2007
Table 4 Consumer Foodservice by Eat in Vs Takeaway 2007
Table 5 Consumer Foodservice by Food Vs Drinks Split 2007
Table 6 Sales in Consumer Foodservice by Location 2002-2007
Table 7 Leading Chained Consumer Foodservice Brands by Number of Units 2007
Table 8 Chained Consumer Foodservice Company Shares 2003-2007
Table 9 Chained Consumer Foodservice Brand Shares 2004-2007
Table 10 Forecast Units, Transactions and Value Sales in Consumer Foodservice: 2007-2012
Table 11 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
ALADDIN GROUPE - CONSUMER FOODSERVICE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Aladdin Groupe: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 Aladdin Groupe: Competitive Position 2007
GROUPE AKWA - CONSUMER FOODSERVICE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Groupe Akwa: Key Facts
Summary 5 Groupe Akwa: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 6 Groupe Akwa: Competitive Position 2007
GROUPE RAHAL - CONSUMER FOODSERVICE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Groupe Rahal: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 8 Groupe Rahal: Competitive Position 2007
LA GRILLARDIèRE SA - CONSUMER FOODSERVICE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 9 La Grillardière SA: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 La Grillardière: Competitive Position 2007
VENEZIA GROUP - CONSUMER FOODSERVICE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Groupe Venezia: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 12 Groupe Venezia: Competitive Position 2007
CONSUMER FOODSERVICE BY LOCATION IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 12 Consumer Foodservice Sales by Location: Units/Outlets 2002-2007
Table 13 Consumer Foodservice Sales by Location: Transactions 2002-2007
Table 14 Consumer Foodservice Sales by Location: Foodservice Value 2002-2007
Table 15 Consumer Foodservice Sales by Location: % Units/Outlets Growth 2002-2007
Table 16 Consumer Foodservice Sales by Location: % Transaction Growth 2002-2007
Table 17 Consumer Foodservice Sales by Location: % Foodservice Value Growth 2002-2007
Table 18 Consumer Foodservice Sales through Standalone: Units/Outlets 2002-2007
Table 19 Consumer Foodservice Sales through Standalone: Transactions 2002-2007
Table 20 Consumer Foodservice Sales through Standalone: Foodservice Value 2002-2007
Table 21 Consumer Foodservice Sales through Standalone: % Units/Outlets Growth 2002-2007
Table 22 Consumer Foodservice Sales through Standalone: % Transaction Growth 2002-2007
Table 23 Consumer Foodservice Sales through Standalone: % Foodservice Value Growth 2002-2007
Table 24 Consumer Foodservice Sales through Leisure: Units/Outlets 2002-2007
Table 25 Consumer Foodservice Sales through Leisure: Transactions 2002-2007
Table 26 Consumer Foodservice Sales through Leisure: Foodservice Value 2002-2007
Table 27 Consumer Foodservice Sales through Leisure: % Units/Outlets Growth 2002-2007
Table 28 Consumer Foodservice Sales through Leisure: % Transaction Growth 2002-2007
Table 29 Consumer Foodservice Sales through Leisure: % Foodservice Value Growth 2002-2007
Table 30 Consumer Foodservice Sales through Retail: Units/Outlets 2002-2007
Table 31 Consumer Foodservice Sales through Retail: Transactions 2002-2007
Table 32 Consumer Foodservice Sales through Retail: Foodservice Value 2002-2007
Table 33 Consumer Foodservice Sales through Retail: % Units/Outlets Growth 2002-2007
Table 34 Consumer Foodservice Sales through Retail: % Transaction Growth 2002-2007
Table 35 Consumer Foodservice Sales through Retail: % Foodservice Value Growth 2002-2007
Table 36 Consumer Foodservice Sales through Lodging: Units/Outlets 2002-2007
Table 37 Consumer Foodservice Sales through Lodging: Transactions 2002-2007
Table 38 Consumer Foodservice Sales through Lodging: Foodservice Value 2002-2007
Table 39 Consumer Foodservice Sales through Lodging: % Units/Outlets Growth 2002-2007
Table 40 Consumer Foodservice Sales through Lodging: % Transaction Growth 2002-2007
Table 41 Consumer Foodservice Sales through Lodging: % Foodservice Value Growth 2002-2007
Table 42 Consumer Foodservice Sales through Travel: Units/Outlets 2002-2007
Table 43 Consumer Foodservice Sales through Travel: Transactions 2002-2007
Table 44 Consumer Foodservice Sales through Travel: Foodservice Value 2002-2007
Table 45 Consumer Foodservice Sales through Travel: % Units/Outlets Growth 2002-2007
Table 46 Consumer Foodservice Sales through Travel: % Transaction Growth 2002-2007
Table 47 Consumer Foodservice Sales through Travel: % Foodservice Value Growth 2002-2007
Table 48 Forecast Consumer Foodservice Sales by Location: Units/Outlets 2007-2012
Table 49 Forecast Consumer Foodservice Sales by Location: Transactions 2007-2012
Table 50 Forecast Consumer Foodservice Sales by Location: Foodservice Value 2007-2012
Table 51 Forecast Consumer Foodservice Sales by Location: % Units/Outlets Growth 2007-2012
Table 52 Forecast Consumer Foodservice Sales by Location: % Transaction Growth 2007-2012
Table 53 Forecast Consumer Foodservice Sales by Location: % Foodservice Value Growth 2007-2012
Table 54 Forecast Consumer Foodservice Sales through Standalone: Units/Outlets 2007-2012
Table 55 Forecast Consumer Foodservice Sales through Standalone: Transactions 2007-2012
Table 56 Forecast Consumer Foodservice Sales through Standalone: Foodservice Value 2007-2012
Table 57 Forecast Consumer Foodservice Sales through Standalone: % Units/Outlets Growth 2007-2012
Table 58 Forecast Consumer Foodservice Sales through Standalone: % Transaction Growth 2007-2012
Table 59 Forecast Consumer Foodservice Sales through Standalone: % Foodservice Value Growth 2007-2012
Table 60 Forecast Consumer Foodservice Sales through Leisure: Units/Outlets 2007-2012
Table 61 Forecast Consumer Foodservice Sales through Leisure: Transactions 2007-2012
Table 62 Forecast Consumer Foodservice Sales through Leisure: Foodservice Value 2007-2012
Table 63 Forecast Consumer Foodservice Sales through Leisure: % Units/Outlets Growth 2007-2012
Table 64 Forecast Consumer Foodservice Sales through Leisure: % Transaction Growth 2007-2012
Table 65 Forecast Consumer Foodservice Sales through Leisure: % Foodservice Value Growth 2007-2012
Table 66 Forecast Consumer Foodservice Sales through Retail: Units/Outlets 2007-2012
Table 67 Forecast Consumer Foodservice Sales through Retail: Transactions 2007-2012
Table 68 Forecast Consumer Foodservice Sales through Retail: Foodservice Value 2007-2012
Table 69 Forecast Consumer Foodservice Sales through Retail: % Units/Outlets Growth 2007-2012
Table 70 Forecast Consumer Foodservice Sales through Retail: % Transaction Growth 2007-2012
Table 71 Forecast Consumer Foodservice Sales through Retail: % Foodservice Value Growth 2007-2012
Table 72 Forecast Consumer Foodservice Sales through Lodging: Units/Outlets 2007-2012
Table 73 Forecast Consumer Foodservice Sales through Lodging: Transactions 2007-2012
Table 74 Forecast Consumer Foodservice Sales through Lodging: Foodservice Value 2007-2012
Table 75 Forecast Consumer Foodservice Sales through Lodging: % Units/Outlets Growth 2007-2012
Table 76 Forecast Consumer Foodservice Sales through Lodging: % Transaction Growth 2007-2012
Table 77 Forecast Consumer Foodservice Sales through Lodging: % Foodservice Value Growth 2007-2012
Table 78 Forecast Consumer Foodservice Sales through Travel: Units/Outlets 2007-2012
Table 79 Forecast Consumer Foodservice Sales through Travel: Transactions 2007-2012
Table 80 Forecast Consumer Foodservice Sales through Travel: Foodservice Value 2007-2012
Table 81 Forecast Consumer Foodservice Sales through Travel: % Units/Outlets Growth 2007-2012
Table 82 Forecast Consumer Foodservice Sales through Travel: % Transaction Growth 2007-2012
Table 83 Forecast Consumer Foodservice Sales through Travel: % Foodservice Value Growth 2007-2012
CAFéS/BARS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 84 Cafés/Bars by Subsector: Units/Outlets 2002-2007
Table 85 Cafés/Bars by Subsector: Transactions 2002-2007
Table 86 Cafés/Bars by Subsector: Foodservice Value 2002-2007
Table 87 Cafés/Bars by Subsector: % Units/Outlets Growth 2002-2007
Table 88 Cafés/Bars by Subsector: % Transaction Growth 2002-2007
Table 89 Cafés/Bars by Subsector: % Foodservice Value Growth 2002-2007
Table 90 Global Brand Owner Shares of Chained Cafés/Bars 2003-2007
Table 91 Brand Shares of Chained Cafés/Bars 2004-2007
Table 92 Forecast Sales in Cafés/Bars by Subsector: Units/Outlets 2007-2012
Table 93 Forecast Sales in Cafés/Bars by Subsector: Transactions 2007-2012
Table 94 Forecast Sales in Cafés/Bars by Subsector: Foodservice Value 2007-2012
Table 95 Forecast Sales in Cafés/Bars by Subsector: % Units/Outlets Growth 2007-2012
Table 96 Forecast Sales in Cafés/Bars by Subsector: % Transaction Growth 2007-2012
Table 97 Forecast Sales in Cafés/Bars by Subsector: % Foodservice Value Growth 2007-2012
FULL-SERVICE RESTAURANTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 98 FSR by Subsector: Units/Outlets 2002-2007
Table 99 FSR by Subsector: Transactions 2002-2007
Table 100 FSR by Subsector: Foodservice Value 2002-2007
Table 101 FSR by Subsector: % Units/Outlets Growth 2002-2007
Table 102 FSR by Subsector: % Transaction Growth 2002-2007
Table 103 FSR by Subsector: % Foodservice Value Growth 2002-2007
Table 104 Global Brand Owner Shares of Chained FSR 2003-2007
Table 105 Brand Shares of Chained FSR 2004-2007
Table 106 Forecast Sales in FSR by Subsector: Units/Outlets 2007-2012
Table 107 Forecast Sales in FSR by Subsector: Transactions 2007-2012
Table 108 Forecast Sales in FSR by Subsector: Foodservice Value 2007-2012
Table 109 Forecast Sales in FSR by Subsector: % Units/Outlets Growth 2007-2012
Table 110 Forecast Sales in FSR by Subsector: % Transaction Growth 2007-2012
Table 111 Forecast Sales in FSR by Subsector: % Foodservice Value Growth 2007-2012
FAST FOOD IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 112 Fast Food by Subsector: Units/Outlets 2002-2007
Table 113 Fast Food by Subsector: Transactions 2002-2007
Table 114 Fast Food by Subsector: Foodservice Value 2002-2007
Table 115 Fast Food by Subsector: % Units/Outlets Growth 2002-2007
Table 116 Fast Food by Subsector: % Transaction Growth 2002-2007
Table 117 Fast Food by Subsector: % Foodservice Value Growth 2002-2007
Table 118 Sales of Bakery Products Fast Food by Type 2006-2007
Table 119 Global Brand Owner Shares of Chained Fast Food 2003-2007
Table 120 Brand Shares of Chained Fast Food 2004-2007
Table 121 Forecast Sales in Fast Food by Subsector: Units/Outlets 2007-2012
Table 122 Forecast Sales in Fast Food by Subsector: Transactions 2007-2012
Table 123 Forecast Sales in Fast Food by Subsector: Foodservice Value 2007-2012
Table 124 Forecast Sales in Fast Food by Subsector: % Units/Outlets Growth 2007-2012
Table 125 Forecast Sales in Fast Food by Subsector: % Transaction Growth 2007-2012
Table 126 Forecast Sales in Fast Food by Subsector: % Foodservice Value Growth 2007-2012
100% HOME DELIVERY/TAKEAWAY IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 127 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2002-2007
Table 128 100% Home Delivery/Takeaway by Subsector: Transactions 2002-2007
Table 129 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2002-2007
Table 130 100% Home Delivery/Takeaway by Subsector: % Units/Outlets Growth 2002-2007
Table 131 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2002-2007
Table 132 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2002-2007
Table 133 Global Brand Owner Shares of Chained 100% Home Delivery/Takeaway 2003-2007
Table 134 Brand Shares of Chained 100% Home Delivery/Takeaway 2004-2007
Table 135 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2007-2012
Table 136 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Transactions 2007-2012
Table 137 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2007-2012
Table 138 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Units/Outlets Growth 2007-2012
Table 139 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2007-2012
Table 140 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2007-2012
STREET STALLS/KIOSKS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 141 Street Stalls/Kiosks: Units/Outlets 2002-2007
Table 142 Street Stalls/Kiosks: Transactions 2002-2007
Table 143 Street Stalls/Kiosks: Foodservice Value 2002-2007
Table 144 Street Stalls/Kiosks: % Units/Outlets Growth 2002-2007
Table 145 Street Stalls/Kiosks: % Transaction Growth 2002-2007
Table 146 Street Stalls/Kiosks: % Foodservice Value Growth 2002-2007
Table 147 Forecast Sales in Street Stalls/Kiosks: Units/Outlets 2007-2012
Table 148 Forecast Sales in Street Stalls/Kiosks: Transactions 2007-2012
Table 149 Forecast Sales in Street Stalls/Kiosks: Foodservice Value 2007-2012
Table 150 Forecast Sales in Street Stalls/Kiosks: % Units/Outlets Growth 2007-2012
Table 151 Forecast Sales in Street Stalls/Kiosks: % Transaction Growth 2007-2012
Table 152 Forecast Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2007-2012