Limited-Service Restaurants in Morocco

PROSPECTS

Limited-service restaurants sees moderate growth as it attracts foreign players

Limited-service restaurants in Morocco continued to record moderate growth in 2019. Busy students and working adults are key drivers of growth, thanks to their rushed visits to venues allowing for an increased number of customers.

Morocco’s major cities attract investment as other regions are ignored

Limited-service restaurants is concentrated in Morocco’s large cities such as Casablanca. Most, if not all, operators have opened their restaurants in busy cities, often in major shopping centres, with a particular focus on Casablanca, Tangier, Fes, Marrakesh and Rabat.

Food delivery platforms support sales in limited-service restaurants

Food delivery service platforms are rapidly expanding in Morocco and gaining in popularity, with their growth driven by the hectic lifestyles and work schedules of Moroccans living and working in big cities. Such consumers prefer to browse the different offers and menus on these platforms, rather than spend valuable time searching the different websites of multiple restaurants.

COMPETITIVE LANDSCAPE

McDonald’s continues to lead despite slight loss of value share

First Restaurant International was the leading company in 2019, with its McDonald’s brand taking the number one spot in brands despite the year-on-year loss of value share throughout the review period and into 2019.

Players increase marketing activity in a bid to broaden consumer base

Competition is intensifying among players in chained limited-service restaurants, with most operators increasing their activity in marketing and advertising to gain share. Companies continue to invest in billboard advertisements and in social media campaigns as they strive to reach as broad a consumer base as possible.

Tacos de Lyon continues to expand, investing in local producers

KSD Le Tacos de Lyon was the second-ranked company in 2019. The Tacos de Lyon continued to gain value share and was among the fastest-growing brands in limited-service restaurants in 2019, opening eight new outlets.

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