The wave of development in Morocco of global premium coffee chains has continued since the outbreak of the Covid-19 crisis.
After the Turkish Espressolab which opened the ball the day after the gradual lifting of restrictions affecting public places, its compatriot Boost Coffee which followed suit a few months later, or even the French Colombus Café & Co and the Japanese % Arabica who have recently decided to move up a gear in their development in Morocco after a timid launch in 2018, it is the turn of the American Caribou Coffee to put its bundle in the heart of Casablanca.
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This chain created in 1992 in the Midwest in the United States, is preparing to inaugurate its first point of sale at the Sports Roundabout in the Racine district of Casablanca (one of the most chic residential areas of the economic capital) in under a master franchise contract which represents the main mode of its international development. A development that has led it so far to ten countries (including Egypt) where it has some 300 coffees (compared to nearly 500 units in its domestic market).
Also, the number 2 American premium coffee chain joins, eleven years later, on Moroccan territory, its main competitor Starbucks which has taken a serious head start with more than twenty points of sale in Morocco. For the moment, nothing filters through on the campaign plans of the Moroccan master franchisee, but the merger in early 2022 of the Caribou Coffee brand with Panera Bread and Einstein Bros augurs well for an expansion of the portfolio of brands deployed in Morocco by this group in full expansion and which now weighs several billion dollars.