Fast food: the brands most consumed by Moroccans

With a market share of 71.5%, McDonald’s largely dominates the fast food sector in Morocco. According to a recent report from the agency Corail, the American giant is mainly followed by Burger King (12.4%), KFC (5.9%), Tacos (5.4%), Quick (2.6%) and Domino’s Pizza (1.9%).

These statistics are reflected in terms of teen visits, i.e. 2.2 visits per month to Quick and Tacos, 2.5 visits to Burger King, 4.9 to McDonald’s. Pizza chains such as Domino’s Pizza and Pizza Hut experience less popularity with 1.8 and 1.5 visits per month respectively.

These figures reflect the good health of this sector, which recorded a 16% increase in terms of teenagers’ spending on fast food between 2023 and 2024.

Milestones of Generation Z

Fast food brands, like the local café for their parents, have become the new places of conviviality for Generation Z, where they can not only meet friends to eat quickly and deliciously, but also to meet and discuss in a “. cool” setting.

A volatile market

Moreover, the Corail report reveals the disloyal tendency of teenagers when choosing their fast food. Apart from ‘MacDo’, Generation Z is easily abandoning one brand in favor of another depending on their desires. This volatility means that competition is quite fierce and loyalty techniques are decisive.

Leadership

McDonald’s leadership can be explained by its arrival in Morocco more than 30 years ago, but also by its strong presence throughout the territory (37 restaurants versus 34 for Burger King). Over the years, the American fast food chain has been able to diversify and enrich its offer by adapting it to the demands of Generation Z: respect for the environment, healthier and traceable products, creativity and personalization of dishes, accessible prices, quick thanks (McDrive) , ….