Burgers is the leading food category constituting the majority of market share by the number of menu items offered in restaurants, followed by the meat dishes and fish & seafood dishes categories, according to GlobalData’s menu intelligence database. According to GlobalData’s menu analysis of the burgers category in Morocco report, the burgers category constitutes a 42% share among all restaurant types in Morocco foodservice market. The report analyses 716 menu items from different foodservice outlets in Morocco and provides an overview of the food categories available across its foodservice channel. Buy the report here.
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Cheese was found to be the most-used ingredient in the burgers category, featuring in 57% of menu items, followed by beef and chicken. Vegetables and salad vegetables were also significant ingredients.
An analysis of the annual price change between 2023 and H1 2024 indicates that the average menu prices in the burgers category remained flat. As on-premises dining gains momentum following the COVID-19 pandemic, the burgers category in Morocco is expected to experience overall growth.
Different categories exhibited mixed price movements within Morocco foodservice market between 2023 and H1 2024. Food categories in Morocco witnessed price increase in their food offerings in the mentioned timeline. Out of these, vegetable, dairy & meat substitute dishes category saw highest price increase.
An in-depth analysis of the burgers category price trend by location reveals consumption trends of each region. The graph below represents the change in burgers category menu prices during 2022-2024 across the top five locations. As seen below, burgers category menu items in Marrakech became more affordable as compared to Bouskoura and Tã©mara / Harhoura.
While consumers become more price conscious, operators look for ways to optimize their costs to retain margin and market share. In Morocco market, restaurants operators rely on innovation as a crucial tactic to appeal to customers as well as optimize costs. As increasing number of consumers seek novel experiences, foodservice operators must continuously innovate their menu choices, providing superior taste and quality along with a diverse selection of dishes. Operators should highlight the distinctive tastes and flavours of their food and beverage offerings in a convenient format to enhance customer engagement.
To further understand and explore GlobalData’s insight into Morocco category menu, buy the report here.
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GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.
GlobalData’s Online Menu Intelligence is a database of cost and profit foodservice operators on menus within Foodservice Intelligence Center. The tool’s several search options, such as cuisine, category, menu item, ingredient, and restaurant, help users to conduct focused searches in terms of price analysis (average price and change in prices), menu item claims, popular categories, cuisine/ingredient penetration levels, etc.
