| Morocco

Le Pain Quotidien opens first store in Morocco

The North African country is the bakery-café chain’s 18th market globally and follows launches in Luxembourg and Uruguay earlier this year

Le Pain Quotidien has 200 outlets across 18 markets | Photo credit: ​Hans Vivek


Le Pain Quotidien has made its first foray into North Africa with a new outlet in Casablanca, Morocco. 

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. 

World Coffee Portal research shows the total Moroccan branded coffee shop market comprises approximately 100 outlets and is led by French bakery café chain Paul and US coffee giant Starbucks, with 24 and 18 stores respectively. 

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. 

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