Morocco

Full-service restaurants remain under pressure in 2023, despite the lifting of COVID-19 restrictions. Inflation has forced operators to increase menu prices, and together with higher levels of unemployment this has hampered domestic demand. Locals…

In limited-service restaurants, there is a growing focus on technology as players seek to provide a faster service. McDonald’s (First Restaurant International) has fared much better than its rivals in 2023. This is largely due to its flexible…

Decathlon, a key player in the mass distribution of sports and leisure apparel and footwear, continued to demonstrate its winning model in 2023. With a discreet yet impactful approach, Decathlon has successfully democratised access to sports and…

Demand for household appliances has been under pressure, reflecting high inflation and shifting consumer priorities. However, despite this overall decline, demand for small household appliances continued to grow steadily since 2020. This trend…

In 2023, Moroccan retailers faced heightened competition, compelling them to diversify their strategies to maintain market relevance and sustain growth. Convenience stores, in particular, encountered stiff competition not only from traditional…