During the summer of 2021, the full-service restaurants channel benefited from efforts to revive domestic tourism in Morocco. Indeed, moves to boost tourism amongst domestic consumers were enhanced by restrictions on international travel, as well as consumers’ enduring reluctance to venture abroad for fear of exposure to the SARS-CoV-2 virus.
The challenging operating conditions resulting from the COVID-19 crisis prompted some chained full-service restaurants players to withdraw from the Moroccan market. This was especially true of players that had not yet established a particularly strong presence in Morocco.
The full-service restaurants channel continued to face fierce competition from independent limited-service restaurants, particularly Asian and chained pizza stores, in 2021. These players offer similarly diverse menus to those provided by full-service restaurants, but with greater convenience and, crucially given the challenging economic environment prevailing as a result of the COVID-19 crisis, lower prices.
Full-service restaurants is expected to see a gradual recovery over the forecast period, though it is not set to reach pre-pandemic sales until 2026 in current value terms (and not by the end of the forecast period in constant value terms). Chained full-service restaurants is expected to lead the charge towards recovery and the stronger performance expected amongst chained players is set to be due mainly to the financial and operational support provided by franchisors.
One positive factor to have emerged from the COVID-19 pandemic for Morocco’s full-service restaurants is that the operators in the channel are by now acutely aware that digitalisation is set to be crucial to success in consumer foodservice during the forecast period and beyond. With huge numbers of consumers having turned to third party foodservice delivery apps to order food to be picked up or delivered during the COVID-19 crisis when dining in was either difficult or impossible, it has become apparent that the convenience that such online ordering systems provide will become irresistible to increasing numbers of consumers during the forecast period.
Even though the chained full-service restaurants channel in Morocco is not mature, it is not attracting new players. This is mainly due to the attractiveness of limited-service restaurants, which is more profitable for foreign investors.
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FSR (full-service restaurants) encompasses all sit-down establishments where the focus is on food rather than on drink. FSR is characterized by table service and a relatively higher quality of food compared to quick-service units. Menus offer multiple selections and may include breakfast, lunch and dinner. Preparation of food products is often complex and involves multiple steps. NOTE: restaurants types catalogued in this segment refer to table-service only (outlets with a proper “full table service:” wait staff attending customers and taking orders at the tables). Outlets with “limited table service” are excluded from FSR. For example: outlets where customers order their food at the counter are excluded (even though the waiter will then bring the food at the table).See All of Our Definitions
This report originates from Passport, our Full-Service Restaurants research and analysis database.
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