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.

Dr Kin Kariisa

Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.