Moroccan franchising has grown at an average annual rate of 25 percent over the past 15 years.
Speaking at the launch of the Morocco Franchise Exhibition 2025, Mezzour explained that investing in recognised brands and structured entrepreneurship creates new jobs and increases Morocco’s economic strength.
“This model paves the way for economic development when approached with a clear and strategic vision,” he said. He called for a stronger business ecosystem, where companies operate with ambition and efficiency.
Mezzour described franchising as a transfer of expertise and a business model that allows small entrepreneurs with limited financial resources to create successful businesses.
Unlike other heavily regulated sectors, he explained, franchising does not have a universal legal framework, except in China and Italy.
“Each country must adapt its own financing and support mechanisms to help young entrepreneurs thrive in this sector,” Mezzour explained.
Choosing the right partner, concept and location determines the profitability and long-term success of a franchise network, he added.
Hassan Berkani, President of the Casablanca-Settat Chamber of Commerce, Industry and Services, highlighted the role of franchising in integrating the informal sector into a structured economy.
He highlighted Morocco’s free trade agreements with the EU and the US, which make the country a destination of choice for international brands.
He also stressed the need to encourage Moroccan investors to adopt the franchise system that offers a professional environment and exposure to established business methods.
“Young investors benefit from recognized brands, operational expertise and optimised management structures,” he said.
Meanwhile, the US Consul General in Casablanca, Marissa Scott, called Morocco an ideal market for American franchises.
“Several American brands have already successfully expanded into Morocco,” she said, noting that partnerships between American franchises and Moroccan entrepreneurs contribute to job creation as well as strengthening economic cooperation between the two countries.
Franchising is an effective means of business development as demand for global products and services increases, Scott explained.
The Moroccan Franchise Show 2025, which runs from February 12 to 14, hosts more than 100 exhibitors from different sectors. The exhibition features expert-led discussions on franchise growth, financing options and the potential of the African market.
Moroccan franchising has grown at an average annual rate of 25 percent over the past 15 years, with 745 franchise networks representing 84 percent of international networks reaching a total turnover of 20
billion dirhams.
Projections predict a 500 percent expansion in the key retail, restaurant and business services sectors by 2030.
MK/te/fss/as/APA