Full-Service Restaurants in Morocco

PROSPECTS

Fast growth for Asian full-service restaurants

Asian full-service restaurants is expected to see the highest growth rate in full-service restaurants in Morocco as Moroccans are used to European and Middle Eastern cuisines and are increasingly eager to try something new. In addition, Asian cuisine is also perceived as being relatively healthy compared with other types of cuisines.

The culture of eating out is spreading

There was a time when eating out was badly perceived by many Moroccans as many saw it as a sign of the wife’s unwillingness to cook for her family. However, common beliefs and perceptions have changed significantly in recent years.

Growth in disposable income to impact the category

After previously having slowed down a bit, Morocco’s economy has now been growing steadily in recent years. In the forecast period, the economy is also expected to perform well and average disposable income is set to see solid growth.

COMPETITIVE LANDSCAPE

Competitive landscape largely dominated by independent players

Full-service restaurants is dominated by independent outlets that, thanks to their low costs, offer very competitive prices. Indeed, Moroccan’s average purchasing power remains relatively low and most of the country’s population cannot afford to eat at a chained full-service restaurant on a regular basis, if at all.

A fragmented category

Full-service restaurants is very fragmented as many operators, especially independent ones, can offer different types of meals, such as shawarma, couscous, tagines, burgers and even Asian food. In addition, the number of independent full-service restaurant outlets is significantly higher than that of chained full-service restaurants.

Same players continue to lead

Chained full-service restaurants in Morocco is characterised by the fact that it was and is still dominated by the same players. In Asian full-service restaurants, Kiotori continues to lead, Luigi remains the number one player in chained European full-service restaurants, while Pizza Hut leads in pizza full-service restaurants.

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