Some chained limited-service restaurants players revised their menus’ pricing and increased unit prices in 2021 in response to inflationary pressures due to factors such as the rising cost of raw materials, energy and transportation resulting from the COVID-19 crisis. McDonald’s, for instance, raised its price by MAD1-4.
The burger limited-service restaurants category has been hit by a growing number of complaints about the quality of its food on social media, with claims that the quality of burgers has deteriorated even as the unit prices have increased. The issue has highlighted the growing importance of digital communication, and especially social media, in maintaining a strong relationship with consumers.
Many limited-service restaurants players including McDonald’s and La Grillardiere, amongst others, have signed partnership agreements with third party delivery services companies such as Glovo and Jumia Food since the onset of the pandemic. With physical outlets facing closures and restrictions on their operations when open, limited-service restaurants players have looked to compensate for lost sales through the provision of delivery and takeaway services.
In Morocco, limited-service restaurants are more likely than other categories of consumer foodservice outlets to be in retail locations. This is set to be important during the forecast period as the rapid expansion being seen in shopping centres and other retailing infrastructure across the country is expected to support strong growth in the numbers of consumer foodservice outlets operating in retail locations across the country.
After collaborating with McDonald's on the Bouznika forecourt retailer on the Casablanca-Rabat highway, Shell (Vivo Energy) is also developing a partnership with another burger limited-service restaurants player, Quick. As a result, new Quick stores are set to open in all Shell stations in the coming years.
The forecast period is set to see continued growth in limited-service restaurants, with the channel well-positioned to benefit from the long-term trends that have emerged from the COVID-19 situation. As most of the major limited-service restaurants players in the country are now collaborating with third party food delivery services such as Glovo and Jumia Food, there is solid ground for the entire channel to benefit from the increasing interest in foodservice delivery, which is increasingly seen as a convenient and economical option amongst consumers in Morocco’s major urban areas.
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Fast Food
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 Fast Food research and analysis database.
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