FRANCHISING

Morocco’s branded coffee shop market is being heavily contested

By our News Team | 2023

International coffee shop franchise brands are seeing an opportunity, as research finds Morocco has the most market potential in MENA.

Morocco may be on its way to becoming a battleground for coffee shop franchises, given research showing that it is the fastest-growing market for branded coffee shops in the Middle East-North (MENA) region.

World Coffee Portal research indicates that the total Moroccan branded coffee shop market stands at more than 90 outlets and is forecast to reach 165 outlets by 2027.

Photo courtesy of Boost Coffee

Turkish-based coffee chain, Boost Coffee, is among those seeing the opportunity. It already has two franchises in the North African country and has just unveiled plans to reach a total of 10 stores nationwide by 2025.

Founded in 2014 with its first store in the city of İzmir, the brand currently operates 14 outlets in Turkey and made its international debut in the Moroccan city of Casablanca in 2021. Boost also operates in the Central Asian nation of Uzbekistan.

UK-based coffee chain also heading for Morocco

Meanwhile, UK-based Costa Coffee has its own plans for Morocco and intends opening six new stores by September 2023, with 30-40 outlets on the cards by 2028.

Costa left the country in 2020, but is now back with a bang and is working in conjunction with local franchisee Goldex Morocco. Goldex says its aim is to become the largest coffee chain in Morocco.

Costa Coffee operates 250 stores across nine Middle East and North Africa (MENA) countries, with the UAE and Kuwait its largest markets in the region, according to World Coffee Portal.

Currently, Starbucks is the market leader in the segment in Morocco. Other brands include Turkey’s Espresso Lab, as well as French brands Paul and Columbus Café & Co.

The revival of the branded coffee shop segment in Morocco may be partially due to rising tourist numbers. The country recorded more than 2.9-million tourist arrivals in the first quarter of 2023, 238% higher than the same period in 2022 and 17% above pre-pandemic levels.

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