2024-01-01 09:00:00
The false announcement of the withdrawal of Starbucks from Morocco is in reality the tree that hides the forest. “Announcement of withdrawal or not, or of crisis, what is clear is that there is unease in the local commerce sector in Morocco. The economic model cannot keep up,” assures Mohamed El Fane, president of the Moroccan Franchise Federation (FMF) to Challenge. According to him, there is a real need to review the real estate tax and commercial tax. “We have even made Customs aware of the need to lower duties on products to less than 30%, because this rate weighs on operators who, once established in Morocco, cannot find an ecosystem that can compensate. their needs, they are forced to export,” he explains.
Read: Starbucks and H&M will not leave Morocco
The Covid-19 health crisis coupled with inflation peaks in recent years have had a negative impact on brands like Starbucks present in a country where the economic model remains quite fragile. “Today there is a real need to reflect on the economic model of local commerce. At present, there is a big gap between the vision of the General Directorate of Taxes and the ministry vis-à-vis the reality of the market,” analyzes El Fane, also recommending a long-term study, involving the professionals concerned, and which can provide a realistic and sustainable vision.
The Alshaya group currently owns 18 Starbucks coffee shops in Morocco.
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