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Country Report

Morocco Flag Fast Food in Morocco

| Pages: 36

Price: US$990

About this Report

Executive Summary

TRENDS

  • Fast food recorded 10% current value growth to reach MAD7.3 billion in 2014. This growth was mainly driven by chained brands such as McDonald’s (First Restaurant International), KFC (La Société Marocaine de Projets Touristique (SMPT - Americana)) and Burger King (Best Financière SA). Such brands emphasised the launch of premium menus designed to increase the spend per transaction in their outlets. As an example, McDonald’s launched the Grand Big Mac that cost MAD61, along with Big Tasty and Chicken Mythic that cost MAD57 and MAD67 respectively. Meanwhile, Burger King launched the premium sandwich Spicy Whopper and Xtreme Meal, both of which cost over MAD60.

COMPETITIVE LANDSCAPE

  • First Restaurant International, operator of the McDonald’s brand in Morocco, sustained its leading position with a 17% current value share in 2014. The company opened two new outlets in 2014 with the last one established in the city of El Jadida. McDonald’s launched a range of premium products in 2014, including the Grand Big Mac and Chicken Mythic, reflecting its bid to increase the spend per transaction and therefore boost sales.

PROSPECTS

  • Fast food is predicted to grow at a value CAGR of 7% at constant 2014 prices over the forecast period. This growth will be mainly driven by the expected launch of new innovative concepts and health-positioned menus, especially operators of fast food has been perceived as “junk food”. In 2013, Arkinvests with its Al Tazaj brand launched the concept of healthy fast food. The brand tends to bring chicken straight from the slaughterhouse to the barbecue; it does not use fridges to conserve meat, reflecting its willingness to demonstrate to consumers that they are eating fresh grilled chicken without any additives. The brand also started offering fresh salads made vegetables that are 100% locally sourced. It is anticipated that more operators will adopt a similar approach in order to break through the barrier of fast food being perceived as unhealthy.

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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 2009-2014
  • Table 2 Sales in Fast Food by Category: Number of Transactions 2009-2014
  • Table 3 Sales in Fast Food by Category: Foodservice Value 2009-2014
  • Table 4 Fast Food by Category: % Units/Outlets Growth 2009-2014
  • Table 5 Sales in Fast Food by Category: % Transaction Growth 2009-2014
  • Table 6 Sales in Fast Food by Category: % Foodservice Value Growth 2009-2014
  • Table 7 Fast Food by Casual vs Non-Casual: Units/Outlets 2009-2014
  • Table 8 Sales in Fast Food by Casual vs Non-Casual: Number of Transactions 2009-2014
  • Table 9 Sales in Fast Food by Casual vs Non-Casual: Foodservice Value 2009-2014
  • Table 10 Fast Food by Casual vs Non-Casual: % Units/Outlets Growth 2009-2014
  • Table 11 Sales in Fast Food by Casual vs Non-Casual: % Transaction Growth 2009-2014
  • Table 12 Sales in Fast Food by Casual vs Non-Casual: % Foodservice Value Growth 2009-2014
  • Table 13 GBO Company Shares in Chained Fast Food: % Foodservice Value 2010-2014
  • Table 14 GBN Brand Shares in Chained Fast Food: % Foodservice Value 2011-2014
  • Table 15 Forecast Fast Food by Category: Units/Outlets 2014-2019
  • Table 16 Forecast Sales in Fast Food by Category: Number of Transactions 2014-2019
  • Table 17 Forecast Sales in Fast Food by Category: Foodservice Value 2014-2019
  • Table 18 Forecast Fast Food by Category: % Units/Outlets Growth 2014-2019
  • Table 19 Forecast Sales in Fast Food by Category: % Transaction Growth 2014-2019
  • Table 20 Forecast Sales in Fast Food by Category: % Foodservice Value Growth 2014-2019
  • Table 21 Forecast Fast Food by Casual vs Non-Casual: Units/Outlets 2014-2019
  • Table 22 Forecast Sales in Fast Food by Casual vs Non-Casual: Number of Transactions 2014-2019
  • Table 23 Forecast Sales in Fast Food by Casual vs Non-Casual: Foodservice Value 2014-2019
  • Table 24 Forecast Fast Food by Casual vs Non-Casual: % Units/Outlets Growth 2014-2019
  • Table 25 Forecast Sales in Fast Food by Casual vs Non-Casual: % Transaction Growth 2014-2019
  • Table 26 Forecast Sales in Fast Food by Casual vs Non-Casual: % Foodservice Value Growth 2014-2019

Fast Food in Morocco - Company Profiles

First Restaurant International in Consumer Foodservice (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 First Restaurant International: Key Facts
  • Summary 2 First Restaurant International: Operational Indicators

SUPPLIERS

COMPETITIVE POSITIONING

  • Summary 3 First Restaurant International: Competitive Position 2014

La Grillardière SA in Consumer Foodservice (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 La Grillardière SA: Key Facts
  • Summary 5 La Grillardière SA: Operational Indicators

SUPPLIERS

COMPETITIVE POSITIONING

  • Summary 6 La Grillardière SA: Competitive Position 2014

TFAC SARL in Consumer Foodservice (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 TFAC SARL: Key Facts
  • Summary 8 TFAC SARL: Operational Indicators

SUPPLIERS

COMPETITIVE POSITIONING

  • Summary 9 TFAC SARL: Competitive Position 2014

Consumer Foodservice in Morocco - Industry Context

EXECUTIVE SUMMARY

Healthy growth in 2014 drives outlet expansion in Morocco

Online marketing and social networking are key drivers of consumer foodservice sales in Morocco

First Restaurant International, with McDonald’s, leads consumer foodservice in Morocco

Retail locations are growing fast in Morocco

Healthy growth is expected over the forecast period

KEY TRENDS AND DEVELOPMENTS

100% home delivery/takeaway services are on the rise in Morocco

The growing number of shopping centres in Morocco creates environment for chained international players to expand

The Moroccan economy

Independent players will continue to lead consumer foodservice sales in Morocco over the forecast period

OPERATING ENVIRONMENT

Franchising

EATING CULTURE

MARKET DATA

  • Table 27 Units, Transactions and Value Sales in Consumer Foodservice 2009-2014
  • Table 28 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2009-2014
  • Table 29 Consumer Foodservice by Independent vs Chained: Units/Outlets 2014
  • Table 30 Sales in Consumer Foodservice by Eat-in/Home Delivery/Takeaway/Drive-Through: % Foodservice Value 2014
  • Table 31 Sales in Consumer Foodservice by Food vs Drinks Split: % Foodservice Value 2014
  • Table 32 Sales in Consumer Foodservice by Location: % Foodservice Value 2009-2014
  • Table 33 GBO Company Shares in Chained Consumer Foodservice: % Foodservice Value 2010-2014
  • Table 34 GBN Brand Shares in Chained Consumer Foodservice: % Foodservice Value 2011-2014
  • Table 35 GBN Brand Shares in Chained Consumer Foodservice: Units/Outlets 2014
  • Table 36 Forecast Units, Transactions and Value Sales in Consumer Foodservice 2014-2019
  • Table 37 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2014-2019

DEFINITIONS

SOURCES

  • Summary 10 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 Fast Casual vs Non-Fast Casual
      • Fast Casual
      • 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
  • 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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