The match between Morocco’s two fast-food giants, Pizza Hut and McDonald’s is back on a backdrop of a fast-growing Moroccan fast-food market.
After being dethroned for some time by the cult banner of the burger, the world leader in pizza has just taken a step ahead in Morocco with the inauguration of two new restaurants in recent weeks. Also, with 52 restaurants, in the wake of the opening of those of Mansouria in Mohammedia and Dar Bouazza (in the region of Casablanca) just a few days ago, Pizza Hut is now ahead of some hair the world leader fast food (with more than 38,000 restaurants around the world against less than 17,000 for McDonald’s) and becomes, above all, the only fast-food chain in Morocco that boasts more than 50 points of sale (against 49 units for McDonald’s).
It must be said that Mawarid Marocaine, the Moroccan master franchisee of the brand from Dallas (Texas in the United States), has accelerated its openings in the last decade by increasing the size of its network of 22 restaurants in 2009 (distributed in seven cities), to a total of 35 units at the end of 2014 (by touching three new cities by the way) before expanding it with 17 additional points of sale from 2015 to now (spread over 12 cities).
While McDonald’s had a head start in 2017 and early 2018, the Saudi group Al-Mawarid Food Company (parent company of Mawarid Marocaine), which holds the rights to operate Pizza Hut and Taco Bell banners in several countries Arabs, relaunched in 2018 the expansion machine of its Moroccan subsidiary, while the 2015-2018 development plan put in place by the group First Retail International, the master franchisee in Morocco of its American rival, was coming to an end in waiting for a new course in 2022.
This means that the match is far from bent between the two oldest international brands in Morocco, with a presence that dates back to both in the early 1990s.