Franchise sector in Morocco faces structuring and competitiveness challenges

The second edition of Franchise Exhibition Morocco 2026, held at the International Fair of Casablanca, brought together over 120 exhibitors, including nearly 30% new brands, with the United Arab Emirates as the guest of honor. The event highlighted the significant growth and evolving challenges within Morocco's franchise sector. Ryad Mezzour, the Minister of Industry and Commerce, noted that the number of franchise networks has expanded from approximately 40 in 1997 to over 720 today, encompassing nearly 5,000 points of sale across the Kingdom. This growth signifies the franchise model's transition into a driver of economic sovereignty. This dynamic is supported by Morocco's economic openness, free trade agreements providing access to a market of over 3 billion consumers, and the anticipated economic boost from the 2030 World Cup. However, this expansion presents new challenges, particularly in structuring the entrepreneurial landscape. Mohamed Elfane, President of the Moroccan Franchise Federation, emphasized the need to transform businesses into organized models capable of supporting strong, internationally competitive brands. The franchise model is seen as a tool for formalization and upgrading, enhancing quality standards and fostering the emergence of strong national brands, thereby promoting "Made in Morocco" products. Anouar Alaoui, Director General of Maroc PME, highlighted the exhibition as a showcase for support mechanisms designed to assist franchises in growth, st