Full-Service Restaurants in Morocco

PROSPECTS

Full-service restaurants in Morocco record moderate growth

Full-service restaurants in Morocco continued to record healthy but moderate growth rates in outlet terms and current value growth in 2018. Even though the number of new openings was limited due to the difficulty in finding restaurant space in city centres and high rental prices, the channel continues to appeal to a certain segment of consumers.

Promising future for channel with further opportunities for expansion

Over the forecast period, full-service restaurants in Morocco is predicted to register further healthy growth in current value terms and the rate of outlet openings. Opportunities for growth are present, as Morocco has started to organise franchise expo forums that introduce international players to the country.

Franchisees lament lack of professionalism of franchisors towards their brands

Value sales of independent full-service restaurants outperform the chained format in the country, as they continue to expand by opening new restaurants across the country. Whilst chained full-service restaurants are also opening new outlets the number overall remains extremely low, with some franchisees lamenting the lack of professionalism of franchisors towards the development of their brands in the country.

COMPETITIVE LANDSCAPE

Positive word of mouth leads to value growth of certain full-service restaurants

Established full-service restaurants have developed a loyal customer base that continues to frequent their establishments amidst fierce competition, including Oasis Café and Le Cabestan in Casablanca. The service and the quality of food offered by these types of full-service restaurants have never been degraded, but rather improved upon.

Independent Asian full-service restaurants constantly improve menus to satisfy local rising demand

Independent Asian full-service restaurants continued to record high current value growth in 2018, with particular growing demand for Asian food in major cities. Independent Asian full-service restaurants often review their menus by developing competitive prices and new offers.

Limited-service restaurants offers competition to full-service restaurants

Competition arises from other channels within consumer foodservice such as limited-service restaurants. The high prices of menus found in full-service restaurants can discourage some mid-income consumers, and force them to reconsider their food expenditure.

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