Ice cream player Baskin-Robbins is expanding its network of outlets fast in Morocco, already at 11 outlets, having started in malls and now targeting different neighbourhoods. By the end of 2023 it intends to reach 20 outlets and is expected to grow further in the country thanks to growing tourist numbers post-pandemic, as well as a hot climate which inspires people to consume ice cream products.
Limited-service restaurant players such as McDonald’s (First Restaurant International) and Burger King (Best Financière SA) have fared much better than their counterparts in the fine-dining or night-time sectors in 2022. This is largely due to a flexible business model and a consumer emphasis on convenience over atmosphere.
Another reason supporting the sales of global brands such McDonald’s, Burger King, and KFC (La Société Marocaine de Projets Touristique (SMPT - Americana)), is the fact that they were able to maintain their operations through lockdowns via delivery services. Delivery services are expected to become increasingly more important in Morocco, as people will continue using the apps which they became accustomed to during the era of pandemic lockdowns.
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Understand the latest market trends and future growth opportunities for the Limited-Service Restaurants industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Limited-Service Restaurants
Limited-Service Restaurants (LSR) combine fast food and 100% home delivery/takeaway outlets. These outlets offer limited menus with items that can be prepared quickly. Customers typically order, pay, and pick up their order from a counter, though some outlets can have limited table service. This also includes 100% Home Delivery/Takeaway which provide no facilities for consumption on the premises. LSR tend to specialize in one or two main entrees such as hamburgers, pizza, or chicken, but they usually also provide drinks, salads, ice cream, dessert, etc. Food preparation is generally simple and involves one or two steps, allowing for kitchen staffs generally consisting of younger, unskilled workers rather than professional chefs. Other key characteristics include: • A standardised and restricted menu • Tight individual portion control on all ingredients and on the finished product • Individual packaging of each item • Counter service • For Chained Limited Service Restaurants, chained and franchised operations which operate under a uniform fascia and corporate identity • Any outlet offering full-service restaurant seating with servers would be excluded, even if delivery service is available.
See All of Our DefinitionsThis report originates from Passport, our Limited-Service Restaurants research and analysis database.
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