Executive Summary

Apr 2019
Moderate growth for consumer foodservice in Morocco

Consumer foodservice in Morocco continued to record moderate growth in 2018 in both current value and outlet terms. While there were investors that decided to reduce their number of outlets in Morocco, others entered the market for the first time.

Moroccan Government’s investment plans in major cities contribute to growth

Consumer foodservice is expanding in Morocco, with national and international players looking to invest in strategic locations in large cities for the growth of their business activities.

Chained and independent restaurants invest in advertising to compete effectively

Moroccan consumers are known to be price sensitive, and hence the switching cost is low. Therefore, different pricing and promotional campaigns run by restaurants and specialist coffee shops easily attract customers.

Independent outlets grow due to understanding of local demands

Regardless of the expansion of chained restaurants and specialist coffee shops in Morocco, independent foodservice players continued to enjoy huge popularity amongst customers and are moderately growing. Independent consumer foodservice players have a strong understanding of local consumers’ demands, and offer their menus at an affordable price.

Consumer foodservice to grow due to investment projects and partnerships

Over the forecast period, consumer foodservice is predicted to record moderate current value growth in sales terms, in addition to the number of new outlet openings. The emergence of shopping centres, the increasing number of partnerships of restaurants and specialist coffee shops with petrol stations along highways, the various tourism investment projects and the development of Marina Bay will all aid the growth of consumer foodservice in Morocco.

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Consumer Foodservice in Morocco

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Foodservice by Location 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 Consumer Foodservice by Location industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Consumer Foodservice by Location in Morocco market research report includes:

  • Analysis of key supply-side and demand trends
  • 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 Consumer Foodservice by Location in Morocco?
  • Which foodservice outlet location is the largest (retail, travel, leisure, lodging, stand alone) in Morocco?
  • What are the major developments in contract or managed foodservice in Morocco??
  • What is the most popular location type for fast food, full-service restaurants and café/bars in Morocco?
  • How are domestic outlets faring against multinationals in non free-standing locations?
  • How does the average transaction price vary in standalone locations vs. those in semi-captive locations such as retail, lodging, leisure or travel?

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.

Consumer Foodservice in Morocco

EXECUTIVE SUMMARY

Moderate growth for consumer foodservice in Morocco
Moroccan Government’s investment plans in major cities contribute to growth
Chained and independent restaurants invest in advertising to compete effectively
Independent outlets grow due to understanding of local demands
Consumer foodservice to grow due to investment projects and partnerships

MARKET DATA

Table 1 Units, Transactions and Value Sales in Consumer Foodservice 2013-2018
Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2013-2018
Table 3 Consumer Foodservice by Independent vs Chained by Type: Units/Outlets 2018
Table 4 Consumer Foodservice by Independent vs Chained: % Foodservice Value 2013-2018
Table 5 Sales in Consumer Foodservice by Eat-In vs Delivery and To-Go: % Foodservice Value 2013-2018
Table 6 Sales in Consumer Foodservice by Food vs Drink Split: % Foodservice Value 2013-2018
Table 7 Sales in Consumer Foodservice by Food vs Drink Split by Type: % Foodservice Value 2018
Table 8 Sales in Consumer Foodservice by Online/Offline Ordering: % Foodservice Value 2013-2018
Table 9 Sales in Consumer Foodservice by Location: % Foodservice Value 2013-2018
Table 10 GBO Company Shares in Chained Consumer Foodservice: % Foodservice Value 2014-2018
Table 11 GBN Brand Shares in Chained Consumer Foodservice: % Foodservice Value 2015-2018
Table 12 GBN Brand Shares in Chained Consumer Foodservice: Units/Outlets 2018
Table 13 Forecast Units, Transactions and Value Sales in Consumer Foodservice 2018-2023
Table 14 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2018-2023

SOURCES

Summary 1 Research Sources

Cafés/Bars in Morocco

HEADLINES

PROSPECTS

Demand for cafés/bars grows slowly in Morocco
Bars/pubs’ sales decrease during holy month of Ramadan

COMPETITIVE LANDSCAPE

Independent cafés enjoy huge popularity in Morocco
Independent cafés use differentiation strategies to compete
Starbucks launches “Starbucks on the go” in partnership with Total petrol stations

CATEGORY DATA

Table 15 Cafés/Bars by Category: Units/Outlets 2013-2018
Table 16 Sales in Cafés/Bars by Category: Number of Transactions 2013-2018
Table 17 Sales in Cafés/Bars by Category: Foodservice Value 2013-2018
Table 18 Cafés/Bars by Category: % Units/Outlets Growth 2013-2018
Table 19 Sales in Cafés/Bars by Category: % Transaction Growth 2013-2018
Table 20 Sales in Cafés/Bars by Category: % Foodservice Value Growth 2013-2018
Table 21 GBO Company Shares in Chained Cafés/Bars: % Foodservice Value 2014-2018
Table 22 GBN Brand Shares in Chained Cafés/Bars: % Foodservice Value 2015-2018
Table 23 Forecast Cafés/Bars by Category: Units/Outlets 2018-2023
Table 24 Forecast Sales in Cafés/Bars by Category: Number of Transactions 2018-2023
Table 25 Forecast Sales in Cafés/Bars by Category: Foodservice Value 2018-2023
Table 26 Forecast Cafés/Bars by Category: % Units/Outlets Growth 2018-2023
Table 27 Forecast Sales in Cafés/Bars by Category: % Transaction Growth 2018-2023
Table 28 Forecast Sales in Cafés/Bars by Category: % Foodservice Value Growth 2018-2023

Consumer Foodservice By Location in Morocco

HEADLINES

PROSPECTS

Standalone continues to be favoured location of foodservice players in Morocco
Shopping centres offer best alternative for consumer foodservice investors when choosing a location
Growth for leisure locations is prominent due to development plans of government

CATEGORY DATA

Table 29 Consumer Foodservice by Location: Units/Outlets 2013-2018
Table 30 Sales in Consumer Foodservice by Location: Number of Transactions 2013-2018
Table 31 Sales in Consumer Foodservice by Location: Foodservice Value 2013-2018
Table 32 Consumer Foodservice by Location: % Units/Outlets Growth 2013-2018
Table 33 Sales in Consumer Foodservice by Location: % Transaction Growth 2013-2018
Table 34 Sales in Consumer Foodservice by Location: % Foodservice Value Growth 2013-2018
Table 35 Consumer Foodservice through Standalone: Units/Outlets 2013-2018
Table 36 Sales in Consumer Foodservice through Standalone: Number of Transactions 2013-2018
Table 37 Sales in Consumer Foodservice through Standalone: Foodservice Value 2013-2018
Table 38 Consumer Foodservice through Standalone: % Units/Outlets Growth 2013-2018
Table 39 Sales in Consumer Foodservice through Standalone: % Transaction Growth 2013-2018
Table 40 Sales in Consumer Foodservice through Standalone: % Foodservice Value Growth 2013-2018
Table 41 Consumer Foodservice through Leisure: Units/Outlets 2013-2018
Table 42 Sales in Consumer Foodservice through Leisure: Number of Transactions 2013-2018
Table 43 Sales in Consumer Foodservice through Leisure: Foodservice Value 2013-2018
Table 44 Consumer Foodservice through Leisure: % Units/Outlets Growth 2013-2018
Table 45 Sales in Consumer Foodservice through Leisure: % Transaction Growth 2013-2018
Table 46 Sales in Consumer Foodservice through Leisure: % Foodservice Value Growth 2013-2018
Table 47 Consumer Foodservice through Retail: Units/Outlets 2013-2018
Table 48 Sales in Consumer Foodservice through Retail: Number of Transactions 2013-2018
Table 49 Sales in Consumer Foodservice through Retail: Foodservice Value 2013-2018
Table 50 Consumer Foodservice through Retail: % Units/Outlets Growth 2013-2018
Table 51 Sales in Consumer Foodservice through Retail: % Transaction Growth 2013-2018
Table 52 Sales in Consumer Foodservice through Retail: % Foodservice Value Growth 2013-2018
Table 53 Consumer Foodservice through Lodging: Units/Outlets 2013-2018
Table 54 Sales in Consumer Foodservice through Lodging: Number of Transactions 2013-2018
Table 55 Sales in Consumer Foodservice through Lodging: Foodservice Value 2013-2018
Table 56 Consumer Foodservice through Lodging: % Units/Outlets Growth 2013-2018
Table 57 Sales in Consumer Foodservice through Lodging: % Transaction Growth 2013-2018
Table 58 Sales in Consumer Foodservice through Lodging: % Foodservice Value Growth 2013-2018
Table 59 Consumer Foodservice through Travel: Units/Outlets 2013-2018
Table 60 Sales in Consumer Foodservice through Travel: Number of Transactions 2013-2018
Table 61 Sales in Consumer Foodservice through Travel: Foodservice Value 2013-2018
Table 62 Consumer Foodservice through Travel: % Units/Outlets Growth 2013-2018
Table 63 Sales in Consumer Foodservice through Travel: % Transaction Growth 2013-2018
Table 64 Sales in Consumer Foodservice through Travel: % Foodservice Value Growth 2013-2018
Table 65 Forecast Consumer Foodservice by Location: Units/Outlets 2018-2023
Table 66 Forecast Sales in Consumer Foodservice by Location: Number of Transactions 2018-2023
Table 67 Forecast Sales in Consumer Foodservice by Location: Foodservice Value 2018-2023
Table 68 Forecast Consumer Foodservice by Location: % Units/Outlets Growth 2018-2023
Table 69 Forecast Sales in Consumer Foodservice by Location: % Transaction Growth 2018-2023
Table 70 Forecast Sales in Consumer Foodservice by Location: % Foodservice Value Growth 2018-2023
Table 71 Forecast Consumer Foodservice through Standalone: Units/Outlets 2018-2023
Table 72 Forecast Sales in Consumer Foodservice through Standalone: Number of Transactions 2018-2023
Table 73 Forecast Sales in Consumer Foodservice through Standalone: Foodservice Value 2018-2023
Table 74 Forecast Consumer Foodservice through Standalone: % Units/Outlets Growth 2018-2023
Table 75 Forecast Sales in Consumer Foodservice through Standalone: % Transaction Growth 2018-2023
Table 76 Forecast Sales in Consumer Foodservice through Standalone: % Foodservice Value Growth 2018-2023
Table 77 Forecast Consumer Foodservice through Leisure: Units/Outlets 2018-2023
Table 78 Forecast Sales in Consumer Foodservice through Leisure: Number of Transactions 2018-2023
Table 79 Forecast Sales in Consumer Foodservice through Leisure: Foodservice Value 2018-2023
Table 80 Forecast Consumer Foodservice through Leisure: % Units/Outlets Growth 2018-2023
Table 81 Forecast Sales in Consumer Foodservice through Leisure: % Transaction Growth 2018-2023
Table 82 Forecast Sales in Consumer Foodservice through Leisure: % Foodservice Value Growth 2018-2023
Table 83 Forecast Consumer Foodservice through Retail: Units/Outlets 2018-2023
Table 84 Forecast Sales in Consumer Foodservice through Retail: Number of Transactions 2018-2023
Table 85 Forecast Sales in Consumer Foodservice through Retail: Foodservice Value 2018-2023
Table 86 Forecast Consumer Foodservice through Retail: % Units/Outlets Growth 2018-2023
Table 87 Forecast Sales in Consumer Foodservice through Retail: % Transaction Growth 2018-2023
Table 88 Forecast Sales in Consumer Foodservice through Retail: % Foodservice Value Growth 2018-2023
Table 89 Forecast Consumer Foodservice through Lodging: Units/Outlets 2018-2023
Table 90 Forecast Sales in Consumer Foodservice through Lodging: Number of Transactions 2018-2023
Table 91 Forecast Sales in Consumer Foodservice through Lodging: Foodservice Value 2018-2023
Table 92 Forecast Consumer Foodservice through Lodging: % Units/Outlets Growth 2018-2023
Table 93 Forecast Sales in Consumer Foodservice through Lodging: % Transaction Growth 2018-2023
Table 94 Forecast Sales in Consumer Foodservice through Lodging: % Foodservice Value Growth 2018-2023
Table 95 Forecast Consumer Foodservice through Travel: Units/Outlets 2018-2023
Table 96 Forecast Sales in Consumer Foodservice through Travel: Number of Transactions 2018-2023
Table 97 Forecast Sales in Consumer Foodservice through Travel: Foodservice Value 2018-2023
Table 98 Forecast Consumer Foodservice through Travel: % Units/Outlets Growth 2018-2023
Table 99 Forecast Sales in Consumer Foodservice through Travel: % Transaction Growth 2018-2023
Table 100 Forecast Sales in Consumer Foodservice through Travel: % Foodservice Value Growth 2018-2023

Full-Service Restaurants in Morocco

HEADLINES

PROSPECTS

Full-service restaurants in Morocco record moderate growth
Promising future for channel with further opportunities for expansion
Franchisees lament lack of professionalism of franchisors towards their brands

COMPETITIVE LANDSCAPE

Positive word of mouth leads to value growth of certain full-service restaurants
Independent Asian full-service restaurants constantly improve menus to satisfy local rising demand
Limited-service restaurants offers competition to full-service restaurants

CATEGORY DATA

Table 101 Full-Service Restaurants by Category: Units/Outlets 2013-2018
Table 102 Sales in Full-Service Restaurants by Category: Number of Transactions 2013-2018
Table 103 Sales in Full-Service Restaurants by Category: Foodservice Value 2013-2018
Table 104 Full-Service Restaurants by Category: % Units/Outlets Growth 2013-2018
Table 105 Sales in Full-Service Restaurants by Category: % Transaction Growth 2013-2018
Table 106 Sales in Full-Service Restaurants by Category: % Foodservice Value Growth 2013-2018
Table 107 GBO Company Shares in Chained Full-Service Restaurants: % Foodservice Value 2014-2018
Table 108 GBN Brand Shares in Chained Full-Service Restaurants: % Foodservice Value 2015-2018
Table 109 Forecast Full-Service Restaurants by Category: Units/Outlets 2018-2023
Table 110 Forecast Sales in Full-Service Restaurants by Category: Number of Transactions 2018-2023
Table 111 Forecast Sales in Full-Service Restaurants by Category: Foodservice Value 2018-2023
Table 112 Forecast Full-Service Res taurants by Category: % Units/Outlets Growth 2018-2023
Table 113 Forecast Sales in Full-Service Restaurants by Category: % Transaction Growth 2018-2023
Table 114 Forecast Sales in Full-Service Restaurants by Category: % Foodservice Value Growth 2018-2023

Self-Service Cafeterias in Morocco

HEADLINES

PROSPECTS

Potential for self-service cafeterias in Morocco is promising
Marjane’s cafeteria is gaining a positive customer perception
IKEA self-service cafeterias to grow slowly, but surely

Street Stalls/Kiosks in Morocco

HEADLINES

PROSPECTS

Future for street stalls/kiosks in Morocco is uncertain
Street stalls/kiosks condemned for selling dog meat in Mohammedia
Food poisoning incidents force consumers to reconsider their options

COMPETITIVE LANDSCAPE

Customer perception of street stalls/kiosks drives sales performance
Indirect competition arises from limited-service restaurants
Healthy eating habits influence sales of street stalls/kiosks

CATEGORY DATA

Table 115 Street Stalls/Kiosks: Units/Outlets 2013-2018
Table 116 Sales in Street Stalls/Kiosks: Number of Transactions 2013-2018
Table 117 Sales in Street Stalls/Kiosks: Foodservice Value 2013-2018
Table 118 Street Stalls/Kiosks: % Units/Outlets Growth 2013-2018
Table 119 Sales in Street Stalls/Kiosks: % Transaction Growth 2013-2018
Table 120 Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2013-2018
Table 121 Forecast Street Stalls/Kiosks: Units/Outlets 2018-2023
Table 122 Forecast Sales in Street Stalls/Kiosks: Number of Transactions 2018-2023
Table 123 Forecast Sales in Street Stalls/Kiosks: Foodservice Value 2018-2023
Table 124 Forecast Street Stalls/Kiosks: % Units/Outlets Growth 2018-2023
Table 125 Forecast Sales in Street Stalls/Kiosks: % Transaction Growth 2018-2023
Table 126 Forecast Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2018-2023

Limited-Service Restaurants in Morocco

HEADLINES

PROSPECTS

Limited-service restaurants in Morocco experience modest growth
Chained outlets invest in major cities whilst giving limited attention to other areas
Foodservice delivery platforms contribute to sales performance of limited-service restaurants in Morocco

COMPETITIVE LANDSCAPE

McDonald’s continues to dominate limited-service restaurants in Morocco
Chained limited-service restaurants invest in marketing to increase consumer base
Marketing campaigns rise during Ramadan amidst fierce competition

CATEGORY DATA

Table 127 Limited-Service Restaurants by Category: Units/Outlets 2013-2018
Table 128 Sales in Limited-Service Restaurants by Category: Number of Transactions 2013-2018
Table 129 Sales in Limited-Service Restaurants by Category: Foodservice Value 2013-2018
Table 130 Limited-Service Restaurants by Category: % Units/Outlets Growth 2013-2018
Table 131 Sales in Limited-Service Restaurants by Category: % Transaction Growth 2013-2018
Table 132 Sales in Limited-Service Restaurants by Category: % Foodservice Value Growth 2013-2018
Table 133 GBO Company Shares in Chained Limited-Service Restaurants: % Foodservice Value 2014-2018
Table 134 GBN Brand Shares in Chained Limited-Service Restaurants: % Foodservice Value 2015-2018
Table 135 Forecast Limited-Service Restaurants by Category: Units/Outlets 2018-2023
Table 136 Forecast Sales in Limited-Service Restaurants by Category: Number of Transactions 2018-2023
Table 137 Forecast Sales in Limited-Service Restaurants by Category: Foodservice Value 2018-2023
Table 138 Forecast Limited-Service Restaurants by Category: % Units/Outlets Growth 2018-2023
Table 139 Forecast Sales in Limited-Service Restaurants by Category: % Transaction Growth 2018-2023
Table 140 Forecast Sales in Limited-Service Restaurants by Category: % Foodservice Value Growth 2018-2023