Limited-Service Restaurants in Morocco

PROSPECTS

Limited-service restaurants in Morocco experience modest growth

Limited-service restaurants in Morocco continued to record moderate growth in 2018. The busy lives of college students and working adults is one of the factors driving the growth of limited-service restaurants, due to their rapid turnaround.

Chained outlets invest in major cities whilst giving limited attention to other areas

Limited-service restaurants in Morocco remained a saturated landscape, concentrated in the main large cities. In Casablanca, for instance, most, if not all players, opened their restaurants in city centres and major shopping centres of the economic city of Morocco.

Foodservice delivery platforms contribute to sales performance of limited-service restaurants in Morocco

Foodservice delivery platforms have formed a new trend in Morocco and are rapidly increasing in popularity. Hectic lifestyles and busy work schedules of Moroccans in big cities are driving their growth.

COMPETITIVE LANDSCAPE

McDonald’s continues to dominate limited-service restaurants in Morocco

McDonald’s continued to rank first in limited-service restaurants, despite loss of value share in 2018. It traditionally enjoys huge popularity amongst the younger demographic, within chained burger limited-service restaurants, but over the review period continued to lose ground to competition from Tacos de Lyon, Quick and Burger King.

Chained limited-service restaurants invest in marketing to increase consumer base

Competition is rising amongst players in chained limited-service restaurants with most of them following marketing and advertising strategies to gain share. They are investing in billboard advertisements and on social media to gain a higher consumer base.

Marketing campaigns rise during Ramadan amidst fierce competition

Marketing campaigns during the holy month of Ramadan are increasing in number compared to other months of the year. Both chained and independent limited-service restaurants have been developing their “Iftar Meal” at competitive prices by either launching their offers on well-known platforms such as Hmizate or simply inviting social media influencers to taste their meals.

Files are delivered directly into your account within a few minutes of purchase.