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Consumer Foodservice in Morocco

Publisher Euromonitor International
Published Aug 18, 2025
Length 81 Pages
SKU # EP20344669

Description

In 2024, consumer foodservice in Morocco recorded growth in value terms, demonstrating notable resilience. This positive performance was driven by a combination of economic recovery, evolving consumer preferences, and the continued expansion of outlets. A key driver of growth was the ongoing rise of chained foodservice brands, which broadened their presence and captured nearly 19% of value share, an increase from previous years. These brands benefit from standardised offerings, digital ordering...

Euromonitor International's Consumer Foodservice in Morocco report offers a comprehensive guide to the size and shape of the market at a national level. It provides foodservice sales, the number of outlets and the number of transactions by sector, allowing you to identify the foodservice sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they eating habits, lifestyle changes, tourism spending or legislative issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Consumer Foodservice by Fulfillment, Consumer Foodservice by Location, Consumer Foodservice by Ordering Platform, Consumer Foodservice by Type.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Consumer Foodservice market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

81 Pages
Consumer Foodservice in Morocco
Euromonitor International
August 2025
List Of Contents And Tables
CONSUMER FOODSERVICE IN MOROCCO
EXECUTIVE SUMMARY
Consumer foodservice in 2024: The big picture
2024 key trends
Competitive landscape
Independent foodservice developments
What next for consumer foodservice?
MARKET DATA
Table 1 Units, Transactions and Value Sales in Consumer Foodservice 2019-2024
Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2019-2024
Table 3 Consumer Foodservice by Independent vs Chained by Type: Units/Outlets 2024
Table 4 Consumer Foodservice by Independent vs Chained: % Foodservice Value 2019-2024
Table 5 Sales in Consumer Foodservice by Food vs Drink Split: % Foodservice Value 2019-2024
Table 6 Sales in Consumer Foodservice by Food vs Drink Split by Type: % Foodservice Value 2024
Table 7 Sales in Consumer Foodservice by Location: % Foodservice Value 2019-2024
Table 8 Sales in Consumer Foodservice by Fulfillment: % Foodservice Value 2019-2024
Table 9 GBO Company Shares in Chained Consumer Foodservice: % Foodservice Value 2020-2024
Table 10 GBN Brand Shares in Chained Consumer Foodservice: % Foodservice Value 2021-2024
Table 11 GBN Brand Shares in Chained Consumer Foodservice: Units/Outlets 2024
Table 12 Forecast Units, Transactions and Value Sales in Consumer Foodservice 2024-2029
Table 13 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
LIMITED-SERVICE RESTAURANTS IN MOROCCO
KEY DATA FINDINGS
2024 DEVELOPMENTS
Demand for convenience and affordability boosts value growth for limited-service restaurants
McDonald’s retains its lead, while burger chain Quick records a strong uplift in share
Limited-service players provide local support through corporate social responsibility
PROSPECTS AND OPPORTUNITIES
Growth will be bolstered by outlet expansion and the adoption of digital ordering
Ongoing expansion of delivery and drive-through services as operators are set to embrace multi-channel strategies
There is set to be a growing presence of Asian cuisine, highlighting evolving consumer tastes
CATEGORY DATA
Table 14 Limited-Service Restaurants by Category: Units/Outlets 2019-2024
Table 15 Sales in Limited-Service Restaurants by Category: Number of Transactions 2019-2024
Table 16 Sales in Limited-Service Restaurants by Category: Foodservice Value 2019-2024
Table 17 Limited-Service Restaurants by Category: % Units/Outlets Growth 2019-2024
Table 18 Sales in Limited-Service Restaurants by Category: % Transaction Growth 2019-2024
Table 19 Sales in Limited-Service Restaurants by Category: % Foodservice Value Growth 2019-2024
Table 20 GBO Company Shares in Chained Limited-Service Restaurants: % Foodservice Value 2020-2024
Table 21 GBN Brand Shares in Chained Limited-Service Restaurants: % Foodservice Value 2021-2024
Table 22 Forecast Limited-Service Restaurants by Category: Units/Outlets 2024-2029
Table 23 Forecast Sales in Limited-Service Restaurants by Category: Number of Transactions 2024-2029
Table 24 Forecast Sales in Limited-Service Restaurants by Category: Foodservice Value 2024-2029
Table 25 Forecast Limited-Service Restaurants by Category: % Units/Outlets Growth 2024-2029
Table 26 Forecast Sales in Limited-Service Restaurants by Category: % Transaction Growth 2024-2029
Table 27 Forecast Sales in Limited-Service Restaurants by Category: % Foodservice Value Growth 2024-2029
CAFÉS/BARS IN MOROCCO
KEY DATA FINDINGS
2024 DEVELOPMENTS
Cafés/bars remain a central pillar of Morocco’s foodservice landscape in 2024
Atlas Hospitality Morocco Hotels and Starbucks lead cafés/bars in Morocco
Fulfilment reflects the growing demand for convenience and digital engagement
PROSPECTS AND OPPORTUNITIES
Steady growth is set to be driven by urban trends and evolving consumer preferences
Strong coffee culture and rising investment prospects will support international café expansion
Digital ordering will continue to gain traction in cafés/bars in Morocco
CATEGORY DATA
Table 28 Cafés/Bars by Category: Units/Outlets 2019-2024
Table 29 Sales in Cafés/Bars by Category: Number of Transactions 2019-2024
Table 30 Sales in Cafés/Bars by Category: Foodservice Value 2019-2024
Table 31 Cafés/Bars by Category: % Units/Outlets Growth 2019-2024
Table 32 Sales in Cafés/Bars by Category: % Transaction Growth 2019-2024
Table 33 Sales in Cafés/Bars by Category: % Foodservice Value Growth 2019-2024
Table 34 GBO Company Shares in Chained Cafés/Bars: % Foodservice Value 2020-2024
Table 35 GBN Brand Shares in Chained Cafés/Bars: % Foodservice Value 2021-2024
Table 36 Forecast Cafés/Bars by Category: Units/Outlets 2024-2029
Table 37 Forecast Sales in Cafés/Bars by Category: Number of Transactions 2024-2029
Table 38 Forecast Sales in Cafés/Bars by Category: Foodservice Value 2024-2029
Table 39 Forecast Cafés/Bars by Category: % Units/Outlets Growth 2024-2029
Table 40 Forecast Sales in Cafés/Bars by Category: % Transaction Growth 2024-2029
Table 41 Forecast Sales in Cafés/Bars by Category: % Foodservice Value Growth 2024-2029
FULL-SERVICE RESTAURANTS IN MOROCCO
KEY DATA FINDINGS
2024 DEVELOPMENTS
Full-service restaurants record steady growth as urban lifestyles and dining expectations evolve
Akwa group leads full-service restaurants despite rising competition from expanding brands
Morocco’s full-service restaurants begin to shift towards multi-channel fulfilment to meet evolving consumer demands
PROSPECTS AND OPPORTUNITIES
Urban lifestyle trends and demand for experiential dining are set to drive growth
Consumers will increasingly value experiential dining alongside quality cuisine
Online ordering and delivery will provide an opportunity to compete with limited-service formats
CATEGORY DATA
Table 42 Full-Service Restaurants by Category: Units/Outlets 2019-2024
Table 43 Sales in Full-Service Restaurants by Category: Number of Transactions 2019-2024
Table 44 Sales in Full-Service Restaurants by Category: Foodservice Value 2019-2024
Table 45 Full-Service Restaurants by Category: % Units/Outlets Growth 2019-2024
Table 46 Sales in Full-Service Restaurants by Category: % Transaction Growth 2019-2024
Table 47 Sales in Full-Service Restaurants by Category: % Foodservice Value Growth 2019-2024
Table 48 GBO Company Shares in Chained Full-Service Restaurants: % Foodservice Value 2020-2024
Table 49 GBN Brand Shares in Chained Full-Service Restaurants: % Foodservice Value 2021-2024
Table 50 Forecast Full-Service Restaurants by Category: Units/Outlets 2024-2029
Table 51 Forecast Sales in Full-Service Restaurants by Category: Number of Transactions 2024-2029
Table 52 Forecast Sales in Full-Service Restaurants by Category: Foodservice Value 2024-2029
Table 53 Forecast Full-Service Restaurants by Category: % Units/Outlets Growth 2024-2029
Table 54 Forecast Sales in Full-Service Restaurants by Category: % Transaction Growth 2024-2029
Table 55 Forecast Sales in Full-Service Restaurants by Category: % Foodservice Value Growth 2024-2029
SELF-SERVICE CAFETERIAS IN MOROCCO
2024 DEVELOPMENTS
Self-service cafeterias remain absent from consumer foodservice in Morocco
Self-service cafeteria remains untapped in Morocco in 2024
Lack of delivery services hinders the development of self-service cafeterias in Morocco
PROSPECTS AND OPPORTUNITIES
Self-service cafeterias represent a future opportunity for institutional foodservice in Morocco
Modern grocery retailers and flagship stores may drive growth in self-service cafeterias
Operators face challenges amid competition from limited-service restaurants
STREET STALLS/KIOSKS IN MOROCCO
KEY DATA FINDINGS
2024 DEVELOPMENTS
Street stalls/kiosks remain vital to Morocco’s informal foodservice economy, despite value decline
Fragmentation and informality define the competitive landscape of street stalls and/kiosks
Full mobile restaurants expand within informal consumer foodservice
PROSPECTS AND OPPORTUNITIES
Street stalls/kiosks is set to remain resilient amid informal sector growth
Digital integration in street stalls/kiosks is set to expand over the forecast period
Franchise-led street stalls could enhance trust and broaden consumer appeal
CATEGORY DATA
Table 56 Street Stalls/Kiosks: Units/Outlets 2019-2024
Table 57 Sales in Street Stalls/Kiosks: Number of Transactions 2019-2024
Table 58 Sales in Street Stalls/Kiosks: Foodservice Value 2019-2024
Table 59 Street Stalls/Kiosks: % Units/Outlets Growth 2019-2024
Table 60 Sales in Street Stalls/Kiosks: % Transaction Growth 2019-2024
Table 61 Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2019-2024
Table 62 GBO Company Shares in Chained Street Stalls/Kiosks: % Foodservice Value 2020-2024
Table 63 GBN Brand Shares in Chained Street Stalls/Kiosks: % Foodservice Value 2021-2024
Table 64 Forecast Street Stalls/Kiosks: Units/Outlets 2024-2029
Table 65 Forecast Sales in Street Stalls/Kiosks: Number of Transactions 2024-2029
Table 66 Forecast Sales in Street Stalls/Kiosks: Foodservice Value 2024-2029
Table 67 Forecast Street Stalls/Kiosks: % Units/Outlets Growth 2024-2029
Table 68 Forecast Sales in Street Stalls/Kiosks: % Transaction Growth 2024-2029
Table 69 Forecast Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2024-2029
CONSUMER FOODSERVICE BY LOCATION IN MOROCCO
KEY DATA FINDINGS
2024 DEVELOPMENTS
Urban centres and shopping centres continue to drive growth for consumer foodservice
Location-based competition sharpens as operators seek strategic positionings
Affordable foodservice options are required to meet needs of locals in Morocco
PROSPECTS AND OPPORTUNITIES
Urban centres are expected to drive growth while secondary cities and tourist hubs offer potential
Tourism expansion is set to support the development of travel and lodging locations
The lacklustre real estate market may support new restaurant developments in Morocco
CATEGORY DATA
Table 70 Consumer Foodservice by Location: Units/Outlets 2019-2024
Table 71 Sales in Consumer Foodservice by Location: Number of Transactions 2019-2024
Table 72 Sales in Consumer Foodservice by Location: Foodservice Value 2019-2024
Table 73 Consumer Foodservice by Location: % Units/Outlets Growth 2019-2024
Table 74 Sales in Consumer Foodservice by Location: % Transaction Growth 2019-2024
Table 75 Sales in Consumer Foodservice by Location: % Foodservice Value Growth 2019-2024
Table 76 Consumer Foodservice through Standalone: Units/Outlets 2019-2024
Table 77 Sales in Consumer Foodservice through Standalone: Number of Transactions 2019-2024
Table 78 Sales in Consumer Foodservice through Standalone: Foodservice Value 2019-2024
Table 79 Consumer Foodservice through Standalone: % Units/Outlets Growth 2019-2024
Table 80 Sales in Consumer Foodservice through Standalone: % Transaction Growth 2019-2024
Table 81 Sales in Consumer Foodservice through Standalone: % Foodservice Value Growth 2019-2024
Table 82 Consumer Foodservice through Leisure: Units/Outlets 2019-2024
Table 83 Sales in Consumer Foodservice through Leisure: Number of Transactions 2019-2024
Table 84 Sales in Consumer Foodservice through Leisure: Foodservice Value 2019-2024
Table 85 Consumer Foodservice through Leisure: % Units/Outlets Growth 2019-2024
Table 86 Sales in Consumer Foodservice through Leisure: % Transaction Growth 2019-2024
Table 87 Sales in Consumer Foodservice through Leisure: % Foodservice Value Growth 2019-2024
Table 88 Consumer Foodservice through Retail: Units/Outlets 2019-2024
Table 89 Sales in Consumer Foodservice through Retail: Number of Transactions 2019-2024
Table 90 Sales in Consumer Foodservice through Retail: Foodservice Value 2019-2024
Table 91 Consumer Foodservice through Retail: % Units/Outlets Growth 2019-2024
Table 92 Sales in Consumer Foodservice through Retail: % Transaction Growth 2019-2024
Table 93 Sales in Consumer Foodservice through Retail: % Foodservice Value Growth 2019-2024
Table 94 Consumer Foodservice through Lodging: Units/Outlets 2019-2024
Table 95 Sales in Consumer Foodservice through Lodging: Number of Transactions 2019-2024
Table 96 Sales in Consumer Foodservice through Lodging: Foodservice Value 2019-2024
Table 97 Consumer Foodservice through Lodging: % Units/Outlets Growth 2019-2024
Table 98 Sales in Consumer Foodservice through Lodging: % Transaction Growth 2019-2024
Table 99 Sales in Consumer Foodservice through Lodging: % Foodservice Value Growth 2019-2024
Table 100 Consumer Foodservice through Travel: Units/Outlets 2019-2024
Table 101 Sales in Consumer Foodservice through Travel: Number of Transactions 2019-2024
Table 102 Sales in Consumer Foodservice through Travel: Foodservice Value 2019-2024
Table 103 Consumer Foodservice through Travel: % Units/Outlets Growth 2019-2024
Table 104 Sales in Consumer Foodservice through Travel: % Transaction Growth 2019-2024
Table 105 Sales in Consumer Foodservice through Travel: % Foodservice Value Growth 2019-2024
Table 106 Forecast Consumer Foodservice by Location: Units/Outlets 2024-2029
Table 107 Forecast Sales in Consumer Foodservice by Location: Number of Transactions 2024-2029
Table 108 Forecast Sales in Consumer Foodservice by Location: Foodservice Value 2024-2029
Table 109 Forecast Consumer Foodservice by Location: % Units/Outlets Growth 2024-2029
Table 110 Forecast Sales in Consumer Foodservice by Location: % Transaction Growth 2024-2029
Table 111 Forecast Sales in Consumer Foodservice by Location: % Foodservice Value Growth 2024-2029
Table 112 Forecast Consumer Foodservice through Standalone: Units/Outlets 2024-2029
Table 113 Forecast Sales in Consumer Foodservice through Standalone: Number of Transactions 2024-2029
Table 114 Forecast Sales in Consumer Foodservice through Standalone: Foodservice Value 2024-2029
Table 115 Forecast Consumer Foodservice through Standalone: % Units/Outlets Growth 2024-2029
Table 116 Forecast Sales in Consumer Foodservice through Standalone: % Transaction Growth 2024-2029
Table 117 Forecast Sales in Consumer Foodservice through Standalone: % Foodservice Value Growth 2024-2029
Table 118 Forecast Consumer Foodservice through Leisure: Units/Outlets 2024-2029
Table 119 Forecast Sales in Consumer Foodservice through Leisure: Number of Transactions 2024-2029
Table 120 Forecast Sales in Consumer Foodservice through Leisure: Foodservice Value 2024-2029
Table 121 Forecast Consumer Foodservice through Leisure: % Units/Outlets Growth 2024-2029
Table 122 Forecast Sales in Consumer Foodservice through Leisure: % Transaction Growth 2024-2029
Table 123 Forecast Sales in Consumer Foodservice through Leisure: % Foodservice Value Growth 2024-2029
Table 124 Forecast Consumer Foodservice through Retail: Units/Outlets 2024-2029
Table 125 Forecast Sales in Consumer Foodservice through Retail: Number of Transactions 2024-2029
Table 126 Forecast Sales in Consumer Foodservice through Retail: Foodservice Value 2024-2029
Table 127 Forecast Consumer Foodservice through Retail: % Units/Outlets Growth 2024-2029
Table 128 Forecast Sales in Consumer Foodservice through Retail: % Transaction Growth 2024-2029
Table 129 Forecast Sales in Consumer Foodservice through Retail: % Foodservice Value Growth 2024-2029
Table 130 Forecast Consumer Foodservice through Lodging: Units/Outlets 2024-2029
Table 131 Forecast Sales in Consumer Foodservice through Lodging: Number of Transactions 2024-2029
Table 132 Forecast Sales in Consumer Foodservice through Lodging: Foodservice Value 2024-2029
Table 133 Forecast Consumer Foodservice through Lodging: % Units/Outlets Growth 2024-2029
Table 134 Forecast Sales in Consumer Foodservice through Lodging: % Transaction Growth 2024-2029
Table 135 Forecast Sales in Consumer Foodservice through Lodging: % Foodservice Value Growth 2024-2029
Table 136 Forecast Consumer Foodservice through Travel: Units/Outlets 2024-2029
Table 137 Forecast Sales in Consumer Foodservice through Travel: Number of Transactions 2024-2029
Table 138 Forecast Sales in Consumer Foodservice through Travel: Foodservice Value 2024-2029
Table 139 Forecast Consumer Foodservice through Travel: % Units/Outlets Growth 2024-2029
Table 140 Forecast Sales in Consumer Foodservice through Travel: % Transaction Growth 2024-2029
Table 141 Forecast Sales in Consumer Foodservice through Travel: % Foodservice Value Growth 2024-2029

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