100% Home Delivery/Takeaway in Morocco

PROSPECTS

Category set to grow slowly

Compared with other types of outlets in consumer foodservice in Morocco, 100% delivery/takeaway is set to experience some difficulties due to fierce competition; a significant number of 100% home delivery/takeaway outlets that open, close after a few months of being in business, especially independent outlets. This can be attributed to the fact that many Moroccans prefer to order from places they are familiar with.

Positive impact of the evolution of e-commerce and online payments

Hellofood, jumia.com’s foodservice delivery service, and LAD.

Busier lifestyles ensure growth

The Moroccan workforce is characterised by an increased influx of women. This is especially true for the larger cities where (young) women more often than before are completing higher education and pursuing careers.

COMPETITIVE LANDSCAPE

A close race between La Société Mawarid Marocaine and Groupe Hakam

La Société Mawarid Marocaine leads 100% home delivery/takeaway, followed very closely by Groupe Hakam. Domino’s Pizza, which is owned by Groupe Hakam, and Pizza Hut Delivery, owned by la Société Mawarid Marocaine, are two famous pizza brands in Morocco and enjoy strong brand equity across the country.

The category remains largely dominated by independent players

Even though brands like Domino’s Pizza and Pizza Hut Delivery have considerable share, 100% delivery is dominated by local outlets that take advantage of proximity, fast delivery services, and low prices. It should be noted that a major proportion of Moroccan consumers, even in larger urban areas, cannot afford to pay the extra price charged by chained operators.

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