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Resilience in challenging environment
Consumer foodservice in Morocco recorded positive current value growth in 2025, supported by rising demand, easing inflation, expanding chained networks and evolving consumer expectations. Eatin continued to be popular, due to the strong cultural role that shared meals play, while delivery and drive-through registered healthy value growth in major cities. Digitisation plays in increasing role in limitedservice restaurants, while cafés/bars benefit from growing coffee culture and tourism. Fullservice restaurants perform strongly, driven by urbanisation and demand for immersive dining experiences. As such, despite continuing food inflation, the sector continues to grow, supported by innovation and shifting lifestyle patterns.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Foodservice industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Cafés/Bars
- Full-Service Restaurants
- Limited-Service Restaurants
- Self-Service Cafeterias
- Street Stalls/Kiosks
- Consumer Foodservice by Location
If you're in the Consumer Foodservice industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Foodservice in Morocco report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Foodservice in Morocco?
- Which are the leading brands in Consumer Foodservice in Morocco?
- How are multinational and local operators competing and expanding in Morocco?
- How are consumer lifestyle trends and eating habits shaping Consumer Foodservice in Morocco?
- How is the Consumer Foodservice industry adapting to a post-COVID-19 market environment? Where are the opportunities amidst the challenges?
- How significant are health considerations in shaping the future of Consumer Foodservice in Morocco? Which of these trends hold the greatest potential demand?
- Where is future growth expected to be most dynamic?
Consumer Foodservice in Morocco
Resilience in challenging environment
KEY DATA FINDINGS
Positive performance, despite continuing food inflation
Eat-in continues to dominate fulfillment
Customer experience and loyalty programs undergo an evolution
Minimal constant value growth over forecast period
Consumer foodservice more immersive, automated, and personalised
Increasing focus on sustainability
First Restaurant International continues to lead
Illycaffè enjoys growing success thanks to its targeted expansion strategy
Food Dev.Corp active in sustainable consumer foodservice in Morocco
Independent operators dominate
Digitalisation, sustainability and evolving consumer expectations reshaping consumer foodservice
Table 1 Units, Transactions and Value Sales in Consumer Foodservice 2020-2025
Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2020-2025
Table 3 Consumer Foodservice by Independent vs Chained by Type: Units/Outlets 2025
Table 4 Consumer Foodservice by Independent vs Chained: % Foodservice Value 2020-2025
Table 5 Sales in Consumer Foodservice by Food vs Drink Split: % Foodservice Value 2020-2025
Table 6 Sales in Consumer Foodservice by Food vs Drink Split by Type: % Foodservice Value 2025
Table 7 Sales in Consumer Foodservice by Location: % Foodservice Value 2020-2025
Table 8 Sales in Consumer Foodservice by Fulfillment: % Foodservice Value 2020-2025
Table 9 GBO Company Shares in Chained Consumer Foodservice: % Foodservice Value 2021-2025
Table 10 GBN Brand Shares in Chained Consumer Foodservice: % Foodservice Value 2022-2025
Table 11 GBN Brand Shares in Chained Consumer Foodservice: Units/Outlets 2025
Table 12 Forecast Units, Transactions and Value Sales in Consumer Foodservice 2025-2030
Table 13 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2025-2030
DISCLAIMER
Summary 1 Research Sources
Cafés/Bars in Morocco
KEY DATA FINDINGS
Costs remain high
Cafés continues to be most popular foodservice channel
Specialty coffee and tea chains performs best, thanks to their ability to combine quality and customer experience
Profit margins under pressure
Fall in constant value sales over forecast period
Greater efficiency, digitalisation, and personalisation
Growing focus on sustainability
Atlas Hospitality Morocco holds on to tight lead
Illy Caffé enjoys growing visibility, among local and international consumers
Independent cafés/bars dominate
Table 14 Cafés/Bars by Category: Units/Outlets 2020-2025
Table 15 Sales in Cafés/Bars by Category: Number of Transactions 2020-2025
Table 16 Sales in Cafés/Bars by Category: Foodservice Value 2020-2025
Table 17 Cafés/Bars by Category: % Units/Outlets Growth 2020-2025
Table 18 Sales in Cafés/Bars by Category: % Transaction Growth 2020-2025
Table 19 Sales in Cafés/Bars by Category: % Foodservice Value Growth 2020-2025
Table 20 GBO Company Shares in Chained Cafés/Bars: % Foodservice Value 2021-2025
Table 21 GBN Brand Shares in Chained Cafés/Bars: % Foodservice Value 2022-2025
Table 22 Forecast Cafés/Bars by Category: Units/Outlets 2025-2030
Table 23 Forecast Sales in Cafés/Bars by Category: Number of Transactions 2025-2030
Table 24 Forecast Sales in Cafés/Bars by Category: Foodservice Value 2025-2030
Table 25 Forecast Cafés/Bars by Category: % Units/Outlets Growth 2025-2030
Table 26 Forecast Sales in Cafés/Bars by Category: % Transaction Growth 2025-2030
Table 27 Forecast Sales in Cafés/Bars by Category: % Foodservice Value Growth 2025-2030
Full-Service Restaurants in Morocco
KEY DATA FINDINGS
Heathy value growth in 2025
Best performing consumer foodservice channel in 2025
Asian full-service restaurants register highest value growth
A unique atmosphere key driver of sales
Fall in constant value sales over forecast period
Personalisation and customer service key to success
Growing focus on sustainability
Akwa Group, a major player
Ristorante Pasta Di Luigi gains most value share
Independent restaurants dominate
Table 28 Full-Service Restaurants by Category: Units/Outlets 2020-2025
Table 29 Sales in Full-Service Restaurants by Category: Number of Transactions 2020-2025
Table 30 Sales in Full-Service Restaurants by Category: Foodservice Value 2020-2025
Table 31 Full-Service Restaurants by Category: % Units/Outlets Growth 2020-2025
Table 32 Sales in Full-Service Restaurants by Category: % Transaction Growth 2020-2025
Table 33 Sales in Full-Service Restaurants by Category: % Foodservice Value Growth 2020-2025
Table 34 GBO Company Shares in Chained Full-Service Restaurants: % Foodservice Value 2021-2025
Table 35 GBN Brand Shares in Chained Full-Service Restaurants: % Foodservice Value 2022-2025
Table 36 Forecast Full-Service Restaurants by Category: Units/Outlets 2025-2030
Table 37 Forecast Sales in Full-Service Restaurants by Category: Number of Transactions 2025-2030
Table 38 Forecast Sales in Full-Service Restaurants by Category: Foodservice Value 2025-2030
Table 39 Forecast Full-Service Restaurants by Category: % Units/Outlets Growth 2025-2030
Table 40 Forecast Sales in Full-Service Restaurants by Category: % Transaction Growth 2025-2030
Table 41 Forecast Sales in Full-Service Restaurants by Category: % Foodservice Value Growth 2025-2030
Limited-Service Restaurants in Morocco
KEY DATA FINDINGS
Robust growth in 2025
Limited-service restaurants perform well off the back of targeted advertising and outlet expansion
Chicken limited-service restaurants gain most value share
Value for money, as well as personalisation, key drivers of sales
Healthy outlook over forecast period
Further digitalisation in fulfillment
Sustainability gains ground
McDonalds continues to have commanding lead
Pizza Hut gains most value share
Independent operators dominate sector
Table 42 Limited-Service Restaurants by Category: Units/Outlets 2020-2025
Table 43 Sales in Limited-Service Restaurants by Category: Number of Transactions 2020-2025
Table 44 Sales in Limited-Service Restaurants by Category: Foodservice Value 2020-2025
Table 45 Limited-Service Restaurants by Category: % Units/Outlets Growth 2020-2025
Table 46 Sales in Limited-Service Restaurants by Category: % Transaction Growth 2020-2025
Table 47 Sales in Limited-Service Restaurants by Category: % Foodservice Value Growth 2020-2025
Table 48 GBO Company Shares in Chained Limited-Service Restaurants: % Foodservice Value 2021-2025
Table 49 GBN Brand Shares in Chained Limited-Service Restaurants: % Foodservice Value 2022-2025
Table 50 Forecast Limited-Service Restaurants by Category: Units/Outlets 2025-2030
Table 51 Forecast Sales in Limited-Service Restaurants by Category: Number of Transactions 2025-2030
Table 52 Forecast Sales in Limited-Service Restaurants by Category: Foodservice Value 2025-2030
Table 53 Forecast Limited-Service Restaurants by Category: % Units/Outlets Growth 2025-2030
Table 54 Forecast Sales in Limited-Service Restaurants by Category: % Transaction Growth 2025-2030
Table 55 Forecast Sales in Limited-Service Restaurants by Category: % Foodservice Value Growth 2025-2030
Self-Service Cafeterias in Morocco
KEY DATA FINDINGS
Resilience, in face of high operating costs
High operating costs impact profit margins
Independent operators hold monopoly
Increasingly premium positioning
Increased competition from limited-service restaurants dampens value growth
Innovation needed to widen consumer base
Growth in eat-in options
No chained operators present
Table 56 Street Stalls/Kiosks: Units/Outlets 2020-2025
Table 57 Sales in Street Stalls/Kiosks: Number of Transactions 2020-2025
Table 58 Sales in Street Stalls/Kiosks: Foodservice Value 2020-2025
Table 59 Street Stalls/Kiosks: % Units/Outlets Growth 2020-2025
Table 60 Sales in Street Stalls/Kiosks: % Transaction Growth 2020-2025
Table 61 Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2020-2025
Table 62 GBO Company Shares in Chained Street Stalls/Kiosks: % Foodservice Value 2021-2025
Table 63 GBN Brand Shares in Chained Street Stalls/Kiosks: % Foodservice Value 2022-2025
Table 64 Forecast Street Stalls/Kiosks: Units/Outlets 2025-2030
Table 65 Forecast Sales in Street Stalls/Kiosks: Number of Transactions 2025-2030
Table 66 Forecast Sales in Street Stalls/Kiosks: Foodservice Value 2025-2030
Table 67 Forecast Street Stalls/Kiosks: % Units/Outlets Growth 2025-2030
Table 68 Forecast Sales in Street Stalls/Kiosks: % Transaction Growth 2025-2030
Table 69 Forecast Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2025-2030
Consumer Foodservice By Location in Morocco
KEY DATA FINDINGS
High footfall key consideration
Retail performs strongly and benefits from constant flow of consumers
Growth of standalone formats more muted
Value for money varies significantly by location
Retail offers an optimised environment for consumer foodservice
Standalone facing loss of competitiveness in the face of more flexible models
Consumer foodservice sector at strategic crossroads
Table 70 Consumer Foodservice by Location: Units/Outlets 2020-2025
Table 71 Sales in Consumer Foodservice by Location: Number of Transactions 2020-2025
Table 72 Sales in Consumer Foodservice by Location: Foodservice Value 2020-2025
Table 73 Consumer Foodservice by Location: % Units/Outlets Growth 2020-2025
Table 74 Sales in Consumer Foodservice by Location: % Transaction Growth 2020-2025
Table 75 Sales in Consumer Foodservice by Location: % Foodservice Value Growth 2020-2025
Table 76 Consumer Foodservice Through Standalone: Units/Outlets 2020-2025
Table 77 Sales in Consumer Foodservice Through Standalone: Number of Transactions 2020-2025
Table 78 Sales in Consumer Foodservice Through Standalone: Foodservice Value 2020-2025
Table 79 Consumer Foodservice Through Standalone: % Units/Outlets Growth 2020-2025
Table 80 Sales in Consumer Foodservice Through Standalone: % Transaction Growth 2020-2025
Table 81 Sales in Consumer Foodservice Through Standalone: % Foodservice Value Growth 2020-2025
Table 82 Consumer Foodservice Through Leisure: Units/Outlets 2020-2025
Table 83 Sales in Consumer Foodservice Through Leisure: Number of Transactions 2020-2025
Table 84 Sales in Consumer Foodservice Through Leisure: Foodservice Value 2020-2025
Table 85 Consumer Foodservice Through Leisure: % Units/Outlets Growth 2020-2025
Table 86 Sales in Consumer Foodservice Through Leisure: % Transaction Growth 2020-2025
Table 87 Sales in Consumer Foodservice Through Leisure: % Foodservice Value Growth 2020-2025
Table 88 Consumer Foodservice Through Retail: Units/Outlets 2020-2025
Table 89 Sales in Consumer Foodservice Through Retail: Number of Transactions 2020-2025
Table 90 Sales in Consumer Foodservice Through Retail: Foodservice Value 2020-2025
Table 91 Consumer Foodservice Through Retail: % Units/Outlets Growth 2020-2025
Table 92 Sales in Consumer Foodservice Through Retail: % Transaction Growth 2020-2025
Table 93 Sales in Consumer Foodservice Through Retail: % Foodservice Value Growth 2020-2025
Table 94 Consumer Foodservice Through Lodging: Units/Outlets 2020-2025
Table 95 Sales in Consumer Foodservice Through Lodging: Number of Transactions 2020-2025
Table 96 Sales in Consumer Foodservice Through Lodging: Foodservice Value 2020-2025
Table 97 Consumer Foodservice Through Lodging: % Units/Outlets Growth 2020-2025
Table 98 Sales in Consumer Foodservice Through Lodging: % Transaction Growth 2020-2025
Table 99 Sales in Consumer Foodservice Through Lodging: % Foodservice Value Growth 2020-2025
Table 100 Consumer Foodservice Through Travel: Units/Outlets 2020-2025
Table 101 Sales in Consumer Foodservice Through Travel: Number of Transactions 2020-2025
Table 102 Sales in Consumer Foodservice Through Travel: Foodservice Value 2020-2025
Table 103 Consumer Foodservice Through Travel: % Units/Outlets Growth 2020-2025
Table 104 Sales in Consumer Foodservice Through Travel: % Transaction Growth 2020-2025
Table 105 Sales in Consumer Foodservice Through Travel: % Foodservice Value Growth 2020-2025
Table 106 Forecast Consumer Foodservice by Location: Units/Outlets 2025-2030
Table 107 Forecast Sales in Consumer Foodservice by Location: Number of Transactions 2025-2030
Table 108 Forecast Sales in Consumer Foodservice by Location: Foodservice Value 2025-2030
Table 109 Forecast Consumer Foodservice by Location: % Units/Outlets Growth 2025-2030
Table 110 Forecast Sales in Consumer Foodservice by Location: % Transaction Growth 2025-2030
Table 111 Forecast Sales in Consumer Foodservice by Location: % Foodservice Value Growth 2025-2030
Table 112 Forecast Consumer Foodservice Through Standalone: Units/Outlets 2025-2030
Table 113 Forecast Sales in Consumer Foodservice Through Standalone: Number of Transactions 2025-2030
Table 114 Forecast Sales in Consumer Foodservice Through Standalone: Foodservice Value 2025-2030
Table 115 Forecast Consumer Foodservice Through Standalone: % Units/Outlets Growth 2025-2030
Table 116 Forecast Sales in Consumer Foodservice Through Standalone: % Transaction Growth 2025-2030
Table 117 Forecast Sales in Consumer Foodservice Through Standalone: % Foodservice Value Growth 2025-2030
Table 118 Forecast Consumer Foodservice Through Leisure: Units/Outlets 2025-2030
Table 119 Forecast Sales in Consumer Foodservice Through Leisure: Number of Transactions 2025-2030
Table 120 Forecast Sales in Consumer Foodservice Through Leisure: Foodservice Value 2025-2030
Table 121 Forecast Consumer Foodservice Through Leisure: % Units/Outlets Growth 2025-2030
Table 122 Forecast Sales in Consumer Foodservice Through Leisure: % Transaction Growth 2025-2030
Table 123 Forecast Sales in Consumer Foodservice Through Leisure: % Foodservice Value Growth 2025-2030
Table 124 Forecast Consumer Foodservice Through Retail: Units/Outlets 2025-2030
Table 125 Forecast Sales in Consumer Foodservice Through Retail: Number of Transactions 2025-2030
Table 126 Forecast Sales in Consumer Foodservice Through Retail: Foodservice Value 2025-2030
Table 127 Forecast Consumer Foodservice Through Retail: % Units/Outlets Growth 2025-2030
Table 128 Forecast Sales in Consumer Foodservice Through Retail: % Transaction Growth 2025-2030
Table 129 Forecast Sales in Consumer Foodservice Through Retail: % Foodservice Value Growth 2025-2030
Table 130 Forecast Consumer Foodservice Through Lodging: Units/Outlets 2025-2030
Table 131 Forecast Sales in Consumer Foodservice Through Lodging: Number of Transactions 2025-2030
Table 132 Forecast Sales in Consumer Foodservice Through Lodging: Foodservice Value 2025-2030
Table 133 Forecast Consumer Foodservice Through Lodging: % Units/Outlets Growth 2025-2030
Table 134 Forecast Sales in Consumer Foodservice Through Lodging: % Transaction Growth 2025-2030
Table 135 Forecast Sales in Consumer Foodservice Through Lodging: % Foodservice Value Growth 2025-2030
Table 136 Forecast Consumer Foodservice Through Travel: Units/Outlets 2025-2030
Table 137 Forecast Sales in Consumer Foodservice Through Travel: Number of Transactions 2025-2030
Table 138 Forecast Sales in Consumer Foodservice Through Travel: Foodservice Value 2025-2030
Table 139 Forecast Consumer Foodservice Through Travel: % Units/Outlets Growth 2025-2030
Table 140 Forecast Sales in Consumer Foodservice Through Travel: % Transaction Growth 2025-2030
Table 141 Forecast Sales in Consumer Foodservice Through Travel: % Foodservice Value Growth 2025-2030
DISCLAIMER
The following categories and subcategories are included:
Consumer Foodservice
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- Chained Consumer Foodservice
- Independent Consumer Foodservice
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- Chained Cafés/Bars
- Independent Cafés/Bars
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- Chained Bars/Pubs
- Independent Bars/Pubs
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- Chained Cafés
- Independent Cafés
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- Chained Juice/Smoothie Bars
- Independent Juice/Smoothie Bars
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- Chained Specialist Coffee and Tea Shops
- Independent Specialist Coffee and Tea Shops
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- Chained Full-Service Restaurants
- Independent Full-Service Restaurants
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-
- Chained Asian Full-Service Restaurants
- Independent Asian Full-Service Restaurants
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- Chained European Full-Service Restaurants
- Independent European Full-Service Restaurants
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- Chained Latin American Full-Service Restaurants
- Independent Latin American Full-Service Restaurants
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- Chained Middle Eastern Full-Service Restaurants
- Independent Middle Eastern Full-Service Restaurants
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- Chained North American Full-Service Restaurants
- Independent North American Full-Service Restaurants
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- Chained Pizza Full-Service Restaurants
- Independent Pizza Full-Service Restaurants
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- Chained Other Full-Service Restaurants
- Independent Other Full-Service Restaurants
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-
- Chained Limited-Service Restaurants
- Independent Limited-Service Restaurants
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- Chained Asian Limited-Service Restaurants
- Independent Asian Limited-Service Restaurants
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- Chained Bakery Products Limited-Service Restaurants
- Independent Bakery Products Limited-Service Restaurants
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- Chained Burger Limited-Service Restaurants
- Independent Burger Limited-Service Restaurants
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- Chained Chicken Limited-Service Restaurants
- Independent Chicken Limited-Service Restaurants
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- Chained Convenience Stores Limited-Service Restaurants
- Independent Convenience Stores Limited-Service Restaurants
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- Chained Fish Limited-Service Restaurants
- Independent Fish Limited-Service Restaurants
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- Chained Ice Cream Limited-Service Restaurants
- Independent Ice Cream Limited-Service Restaurants
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- Chained Latin American Limited-Service Restaurants
- Independent Latin American Limited-Service Restaurants
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- Chained Middle Eastern Limited-Service Restaurants
- Independent Middle Eastern Limited-Service Restaurants
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- Chained Pizza Limited-Service Restaurants
- Independent Pizza Limited-Service Restaurants
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- Chained Other Limited-Service Restaurants
- Independent Other Limited-Service Restaurants
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- Chained Self-Service Cafeterias
- Independent Self-Service Cafeterias
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- Chained Street Stalls/Kiosks
- Independent Street Stalls/Kiosks
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- Consumer Foodservice Through Standalone
- Consumer Foodservice Through Leisure
- Consumer Foodservice Through Retail
- Consumer Foodservice Through Lodging
- Consumer Foodservice Through Travel
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- Takeaway Online Ordering
- Takeaway Offline Ordering
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- Delivery Excluding Fees
- Delivery Fees
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- First-Party Delivery Services
- Third-Party Delivery Services
- Delivery Offline Ordering
- Drive-Through
- Eat-In
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-
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- Takeaway Online Ordering
- Delivery Online Ordering
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- Takeaway Offline Ordering
- Delivery Offline Ordering
- Drive-Through
- Eat-in
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Consumer Foodservice
Consumer foodservice is composed of cafés/bars, full-service restaurants, limited-service restaurants, self-service cafeterias and street stalls/kiosks.
See all of our definitions
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This report originates from Passport, our Consumer Foodservice research and analysis database.
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