Morocco is the Belgian bakery-café chain’s 18th market globally and follows debuts in Luxembourg and Uruguay earlier this year. Le Pain Quotidien’s total global footprint comprises 200 outlets, including a significant presence in its native Belgium, as well as Argentina, the US and Mexico. Indicating growing international investment in Morocco’s branded coffee shop market, UK-based Costa Coffee, which re-entered the market in November 2022, plans to reach between 30 and 40 outlets in Morocco within the next five years. Additionally, Turkish coffee chain Boost Coffee is seeking to grow from two stores in the country to 10 by 2025. World Coffee Portal forecasts the total branded coffee shop market will reach 165 outlets by 2027.
