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Country Report

Fast Food in Morocco

Price: US$900

About this Report

Executive Summary

TRENDS

  • 2012 saw the introduction of menus with smaller portion sizes and light snacks in an attempt to boost transaction volume per outlet. Thus in 2012, multinationals such as First Restaurant International (McDonald’s) launched P’tit Beldi burger and Chicken Croquettes. The introduction of quick light snacks by leading chained fast food operators such as McDonald’s led to 2% growth in average spend per transaction, as such snacks are priced much lower than full-course meals.

COMPETITIVE LANDSCAPE

  • First Restaurant International (McDonald’s) maintained its lead in fast food, accounting for 4% of total fast food. The company’s overall share dropped slightly in 2012 as the company concentrated more on developing new menus and modernising its existing outlets rather than investing in new ones. Moreover, the economic crisis along with the company promoting cheap menus such as P’tit Chicken Tentation, P’tit Beldi, chicken wraps priced only Dh30 or offering discounts also impacted negatively on sales growth per transaction.

PROSPECTS

  • Over the forecast period, menu diversification is expected to drive fast food sales, as more operators will introduce more diverse menus ranging from light snacks, healthy salads and grilled food with the aim of sparking consumer interest and increasing transactions. In addition to investing in outlet opening, fast food operators will benefit from the expected economic recovery to boost average sales growth per transaction by launching large portion sizes menus or sandwiches along with promoting the conventional three-course meal. Thus, value sales growth is predicted to outperform outlet and transaction growth over the forecast period, unlike the period of economic recession where value sales grew the least.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Fast Food industry in Morocco with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Fast Food industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Fast Food in Morocco market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Fast Food in Morocco?
  • What are the major brands in Morocco?
  • Which type of fast food (burger fast food, chicken fast food, Asian fast food etc.) is expecting the greatest level of growth over the next five years?
  • Do Fast Casual restaurants have a presence in Morocco?
  • What are fast food chains doing to attract consumers during non-traditional day-parts?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Foodservice market research database.

Table of Contents

Fast Food in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Fast Food by Category: Units/Outlets 2007-2012
  • Table 2 Sales in Fast Food by Category: Number of Transactions 2007-2012
  • Table 3 Sales in Fast Food by Category: Foodservice Value 2007-2012
  • Table 4 Fast Food by Category: % Units/Outlets Growth 2007-2012
  • Table 5 Sales in Fast Food by Category: % Transaction Growth 2007-2012
  • Table 6 Sales in Fast Food by Category: % Foodservice Value Growth 2007-2012
  • Table 7 Fast Food by Casual vs Non-Casual: Units/Outlets 2007-2012
  • Table 8 Sales in Fast Food by Casual vs Non-Casual: Number of Transactions 2007-2012
  • Table 9 Sales in Fast Food by Casual vs Non-Casual: Foodservice Value 2007-2012
  • Table 10 Fast Food by Casual vs Non-Casual: % Units/Outlets Growth 2007-2012
  • Table 11 Sales in Fast Food by Casual vs Non-Casual: % Transaction Growth 2007-2012
  • Table 12 Sales in Fast Food by Casual vs Non-Casual: % Foodservice Value Growth 2007-2012
  • Table 13 Sales of Fast Food by Bakery Products Type 2007-2012
  • Table 14 GBO Company Shares in Chained Fast Food: % Foodservice Value 2008-2012
  • Table 15 GBN Brand Shares in Chained Fast Food: % Foodservice Value 2009-2012
  • Table 16 Forecast Fast Food by Category: Units/Outlets 2012-2017
  • Table 17 Forecast Sales in Fast Food by Category: Number of Transactions 2012-2017
  • Table 18 Forecast Sales in Fast Food by Category: Foodservice Value 2012-2017
  • Table 19 Forecast Fast Food by Category: % Units/Outlets Growth 2012-2017
  • Table 20 Forecast Sales in Fast Food by Category: % Transaction Growth 2012-2017
  • Table 21 Forecast Sales in Fast Food by Category: % Foodservice Value Growth 2012-2017
  • Table 22 Forecast Fast Food by Casual vs Non-Casual: Units/Outlets 2012-2017
  • Table 23 Forecast Sales in Fast Food by Casual vs Non-Casual: Number of Transactions 2012-2017
  • Table 24 Forecast Sales in Fast Food by Casual vs Non-Casual: Foodservice Value 2012-2017
  • Table 25 Forecast Fast Food by Casual vs Non-Casual: % Units/Outlets Growth 2012-2017
  • Table 26 Forecast Sales in Fast Food by Casual vs Non-Casual: % Transaction Growth 2012-2017
  • Table 27 Forecast Sales in Fast Food by Casual vs Non-Casual: % Foodservice Value Growth 2012-2017

Fast Food in Morocco - Company Profiles

Aladdin Groupe in Consumer Foodservice (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Aladdin Groupe: Key Facts

COMPANY BACKGROUND

SUPPLIERS

COMPETITIVE POSITIONING

  • Summary 2 Aladdin Groupe: Competitive Position 2012

Groupe Venezia Ice in Consumer Foodservice (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Groupe Venezia Ice: Key Facts

COMPANY BACKGROUND

SUPPLIERS

COMPETITIVE POSITIONING

  • Summary 4 Groupe Venezia Ice: Competitive Position 2012

La Grillardière SA in Consumer Foodservice (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 La Grillardière SA: Key Facts

COMPANY BACKGROUND

SUPPLIERS

COMPETITIVE POSITIONING

  • Summary 6 La Grillardière: Competitive Position 2012

Consumer Foodservice in Morocco - Industry Context

EXECUTIVE SUMMARY

Transaction growth continues to slow down in 2012

CFS players focus on maximising sales in existing stores rather than on expansion

Retail, leisure and travel locations all attractive to foodservice operators

McDonald’s remains the undisputed leader

Chained foodservice operators perform better than independents

KEY TRENDS AND DEVELOPMENTS

Consumer foodservice posts modest growth amid sluggish economic performance

Online marketing helps add dynamism to the market

The growing importance of delivery services

Chained foodservice operators outperform independents

Expansion via shopping centres

Multibrands – a new concept in consumer foodservice

OPERATING ENVIRONMENT

Franchising

EATING CULTURE

MARKET DATA

  • Table 28 Units, Transactions and Value Sales in Consumer Foodservice 2007-2012
  • Table 29 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2007-2012
  • Table 30 Consumer Foodservice by Independent Vs Chained: Units/Outlets 2012
  • Table 31 Sales in Consumer Foodservice by Eat in vs Take-away vs Home Delivery: % Foodservice Value 2012
  • Table 32 Sales in Consumer Foodservice by Food Vs Drinks Split: % Foodservice Value 2012
  • Table 33 Sales in Consumer Foodservice by Location: % Foodservice Value 2007-2012
  • Table 34 GBO Company Shares in Chained Consumer Foodservice: % Foodservice Value 2008-2012
  • Table 35 GBN Brand Shares in Chained Consumer Foodservice: % Foodservice Value 2009-2012
  • Table 36 GBN Brand Shares in Chained Consumer Foodservice: Units/Outlets 2012
  • Table 37 Forecast Units, Transactions and Value Sales in Consumer Foodservice 2012-2017
  • Table 38 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2012-2017

DEFINITIONS

SOURCES

  • Summary 7 Research Sources

Segmentation

This market research report includes the following:

  • Fast Food
    • Chained Fast Food
    • Independent Fast Food
    • Fast Food by Type
      • Asian Fast Food
        • Chained Asian Fast Food
        • Independent Asian Fast Food
      • Bakery Products Fast Food
        • Chained Bakery Products Fast Food
        • Independent Bakery Products Fast Food
      • Burger Fast Food
        • Chained Burger Fast Food
        • Independent Burger Fast Food
      • Chicken Fast Food
        • Chained Chicken Fast Food
        • Independent Chicken Fast Food
      • Convenience Stores Fast Food
        • Chained Convenience Stores Fast Food
        • Independent Convenience Stores Fast Food
      • Fish Fast Food
        • Chained Fish Fast Food
        • Independent Fish Fast Food
      • Ice Cream Fast Food
        • Chained Ice Cream Fast Food
        • Independent Ice Cream Fast Food
      • Latin American Fast Food
        • Chained Latin American Fast Food
        • Independent Latin American Fast Food
      • Middle Eastern Fast Food
        • Chained Middle Eastern Fast Food
        • Independent Middle Eastern Fast Food
      • Pizza Fast Food
        • Chained Pizza Fast Food
        • Independent Pizza Fast Food
      • Other Fast Food
        • Chained Other Fast Food
        • Independent Other Fast Food
    • Fast Food by Casual vs Non-Casual
      • Fast Casual Dining
      • Non-Casual Fast Food

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Pricing
  • Analysis by Type
  • Chained vs Independent
  • Eat-in vs Take-away Sales
  • Food vs Drink Sales
  • Sales by Location

Market size details:

  • Foodservice value retail selling price % growth
  • Foodservice value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Foodservice value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Units/outlets
  • Units/outlets % growth
  • Units/outlets per capita
  • Transactions
  • Transactions % growth
  • Transactions per capita

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