Select Country Report
Consumer foodservice in 2024: The big picture
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 systems, and increasingly robust delivery infrastructure.
2024 key trends
In 2024, consumer foodservice in Morocco navigated a complex landscape shaped by three defining trends, inflation, fulfilment innovation, and experience-driven loyalty. Inflation, though easing from its 2022 peak, remained a key concern, influencing pricing strategies and consumer spending. Operators responded by streamlining menus and introducing value bundles to maintain affordability without compromising quality.
Competitive landscape
First Restaurant International led the competitive landscape in value terms in 2024, offering the brand McDonald's. However, the player lost slight share, as Best Financière SA with Burger King increased its position. Ristorante Pasta Di Luigi, within chained European full-service restaurants, and Pousse Pousse Sarl, in chained Asian full-service restaurants, recorded the strongest increase in market share in 2024, with both players expanding their outlet numbers.
Independent foodservice developments
In 2024, independent consumer foodservice in Morocco faced persistent challenges. Independent outlets continued to lead in terms of volume, accounting for over 80% of total foodservice revenue. However, growth was sluggish, with outlet expansion slowing and revenue growth tapering off. In 2024, independent foodservice revenue grew by just 0.1%, reflecting pressure from inflation and rising operational costs. Transaction volumes remained high, but average spend per transaction declined slightly, indicating cautious consumer behaviour.
What next for consumer foodservice?
Across the forecast period, consumer foodservice in Morocco will be shaped by urbanisation, digital innovation, and shifting consumer values. Continued urban expansion and the growth of the middle class are expected to drive demand for convenient and affordable dining solutions. Chained brands are likely to gain further ground, particularly in fast-casual and café formats. Operators are set to invest in AI-powered ordering systems, personalised loyalty applications, and smart kitchen technologies to improve operational efficiency and customer experience. Meanwhile, delivery and drive-through formats will continue to evolve, incorporating real-time tracking and dynamic pricing models
USD 2,450
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
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
Consumer foodservice in 2024: The big picture
2024 key trends
Competitive landscape
Independent foodservice developments
What next for consumer foodservice?
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
Summary 1 Research Sources
Cafés/Bars in Morocco
KEY DATA FINDINGS
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
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
Table 14 Cafés/Bars by Category: Units/Outlets 2019-2024
Table 15 Sales in Cafés/Bars by Category: Number of Transactions 2019-2024
Table 16 Sales in Cafés/Bars by Category: Foodservice Value 2019-2024
Table 17 Cafés/Bars by Category: % Units/Outlets Growth 2019-2024
Table 18 Sales in Cafés/Bars by Category: % Transaction Growth 2019-2024
Table 19 Sales in Cafés/Bars by Category: % Foodservice Value Growth 2019-2024
Table 20 GBO Company Shares in Chained Cafés/Bars: % Foodservice Value 2020-2024
Table 21 GBN Brand Shares in Chained Cafés/Bars: % Foodservice Value 2021-2024
Table 22 Forecast Cafés/Bars by Category: Units/Outlets 2024-2029
Table 23 Forecast Sales in Cafés/Bars by Category: Number of Transactions 2024-2029
Table 24 Forecast Sales in Cafés/Bars by Category: Foodservice Value 2024-2029
Table 25 Forecast Cafés/Bars by Category: % Units/Outlets Growth 2024-2029
Table 26 Forecast Sales in Cafés/Bars by Category: % Transaction Growth 2024-2029
Table 27 Forecast Sales in Cafés/Bars by Category: % Foodservice Value Growth 2024-2029
Full-Service Restaurants in Morocco
KEY DATA FINDINGS
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
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
Table 28 Full-Service Restaurants by Category: Units/Outlets 2019-2024
Table 29 Sales in Full-Service Restaurants by Category: Number of Transactions 2019-2024
Table 30 Sales in Full-Service Restaurants by Category: Foodservice Value 2019-2024
Table 31 Full-Service Restaurants by Category: % Units/Outlets Growth 2019-2024
Table 32 Sales in Full-Service Restaurants by Category: % Transaction Growth 2019-2024
Table 33 Sales in Full-Service Restaurants by Category: % Foodservice Value Growth 2019-2024
Table 34 GBO Company Shares in Chained Full-Service Restaurants: % Foodservice Value 2020-2024
Table 35 GBN Brand Shares in Chained Full-Service Restaurants: % Foodservice Value 2021-2024
Table 36 Forecast Full-Service Restaurants by Category: Units/Outlets 2024-2029
Table 37 Forecast Sales in Full-Service Restaurants by Category: Number of Transactions 2024-2029
Table 38 Forecast Sales in Full-Service Restaurants by Category: Foodservice Value 2024-2029
Table 39 Forecast Full-Service Restaurants by Category: % Units/Outlets Growth 2024-2029
Table 40 Forecast Sales in Full-Service Restaurants by Category: % Transaction Growth 2024-2029
Table 41 Forecast Sales in Full-Service Restaurants by Category: % Foodservice Value Growth 2024-2029
Limited-Service Restaurants in Morocco
KEY DATA FINDINGS
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
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
Table 42 Limited-Service Restaurants by Category: Units/Outlets 2019-2024
Table 43 Sales in Limited-Service Restaurants by Category: Number of Transactions 2019-2024
Table 44 Sales in Limited-Service Restaurants by Category: Foodservice Value 2019-2024
Table 45 Limited-Service Restaurants by Category: % Units/Outlets Growth 2019-2024
Table 46 Sales in Limited-Service Restaurants by Category: % Transaction Growth 2019-2024
Table 47 Sales in Limited-Service Restaurants by Category: % Foodservice Value Growth 2019-2024
Table 48 GBO Company Shares in Chained Limited-Service Restaurants: % Foodservice Value 2020-2024
Table 49 GBN Brand Shares in Chained Limited-Service Restaurants: % Foodservice Value 2021-2024
Table 50 Forecast Limited-Service Restaurants by Category: Units/Outlets 2024-2029
Table 51 Forecast Sales in Limited-Service Restaurants by Category: Number of Transactions 2024-2029
Table 52 Forecast Sales in Limited-Service Restaurants by Category: Foodservice Value 2024-2029
Table 53 Forecast Limited-Service Restaurants by Category: % Units/Outlets Growth 2024-2029
Table 54 Forecast Sales in Limited-Service Restaurants by Category: % Transaction Growth 2024-2029
Table 55 Forecast Sales in Limited-Service Restaurants by Category: % Foodservice Value Growth 2024-2029
Street Stalls/Kiosks in Morocco
KEY DATA FINDINGS
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
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
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
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
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
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
The following categories and subcategories are included:
Consumer Foodservice
-
- Chained Consumer Foodservice
- Independent Consumer Foodservice
-
- Chained Cafés/Bars
- Independent Cafés/Bars
-
- Chained Bars/Pubs
- Independent Bars/Pubs
-
- Chained Cafés
- Independent Cafés
-
- Chained Juice/Smoothie Bars
- Independent Juice/Smoothie Bars
-
- Chained Specialist Coffee and Tea Shops
- Independent Specialist Coffee and Tea Shops
-
- Chained Full-Service Restaurants
- Independent Full-Service Restaurants
-
-
- Chained Asian Full-Service Restaurants
- Independent Asian Full-Service Restaurants
-
- Chained European Full-Service Restaurants
- Independent European Full-Service Restaurants
-
- Chained Latin American Full-Service Restaurants
- Independent Latin American Full-Service Restaurants
-
- Chained Middle Eastern Full-Service Restaurants
- Independent Middle Eastern Full-Service Restaurants
-
- Chained North American Full-Service Restaurants
- Independent North American Full-Service Restaurants
-
- Chained Pizza Full-Service Restaurants
- Independent Pizza Full-Service Restaurants
-
- Chained Other Full-Service Restaurants
- Independent Other Full-Service Restaurants
-
-
- Chained Limited-Service Restaurants
- Independent Limited-Service Restaurants
-
-
- Chained Asian Limited-Service Restaurants
- Independent Asian Limited-Service Restaurants
-
- Chained Bakery Products Limited-Service Restaurants
- Independent Bakery Products Limited-Service Restaurants
-
- Chained Burger Limited-Service Restaurants
- Independent Burger Limited-Service Restaurants
-
- Chained Chicken Limited-Service Restaurants
- Independent Chicken Limited-Service Restaurants
-
- Chained Convenience Stores Limited-Service Restaurants
- Independent Convenience Stores Limited-Service Restaurants
-
- Chained Fish Limited-Service Restaurants
- Independent Fish Limited-Service Restaurants
-
- Chained Ice Cream Limited-Service Restaurants
- Independent Ice Cream Limited-Service Restaurants
-
- Chained Latin American Limited-Service Restaurants
- Independent Latin American Limited-Service Restaurants
-
- Chained Middle Eastern Limited-Service Restaurants
- Independent Middle Eastern Limited-Service Restaurants
-
- Chained Pizza Limited-Service Restaurants
- Independent Pizza Limited-Service Restaurants
-
- Chained Other Limited-Service Restaurants
- Independent Other Limited-Service Restaurants
-
-
- Chained Self-Service Cafeterias
- Independent Self-Service Cafeterias
-
- Chained Street Stalls/Kiosks
- Independent Street Stalls/Kiosks
-
- Consumer Foodservice Through Standalone
- Consumer Foodservice Through Leisure
- Consumer Foodservice Through Retail
- Consumer Foodservice Through Lodging
- Consumer Foodservice Through Travel
-
-
- Takeaway Online Ordering
- Takeaway Offline Ordering
-
-
- First-Party Delivery Services
- Third-Party Delivery Services
- Delivery Offline Ordering
-
- Drive-Through
- Eat-In
-
-
-
- Takeaway Online Ordering
- Delivery Online Ordering
-
- Takeaway Offline Ordering
- Delivery Offline Ordering
- Drive-Through
- Eat-in
-
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
Share:
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Consumer Foodservice research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!