Key points
- Morocco's branded coffee shop market had more than 90 outlets in 2023, with a forecast of 165 by 2027.
- Large international chains mostly go through a master franchisee and are rarely open to individual entrepreneurs.
- Moroccan brands, such as Tendy's, recruit independent franchisees city by city.
- Compare the format, existing outlets, product, support and financial terms.
Branded coffee has taken hold in Morocco's big cities within a few years. The branded coffee shop market already had more than 90 outlets in 2023, with a forecast of 165 by 2027 according to the firm World Coffee Portal (African Marketing Confederation). But not every brand is equally open to an entrepreneur. Here is the overview, and what to take from it if you want to open your own franchise café.
Two ways brands set up in Morocco
Before comparing names, you need to understand how brands grow:
- Large international chains most often go through a master franchisee: a Moroccan company obtains the rights for the whole country and opens the outlets itself. An individual entrepreneur can rarely get access.
- Moroccan brands often grow through direct franchising: they recruit independent franchisees, city by city. This is the most realistic path to opening your own café.
Moroccan coffee brands
Tendy's
Born in Tangier, Tendy's is a fast casual and coffee shop brand that combines coffee and food: hot and cold drinks, sandwiches, salads and desserts, prepared on site from natural ingredients, with coffee roasted by the brand. It recruits franchisees in Morocco and offers theoretical and practical training, help finding premises, simplified supply and ongoing support. See the profile and how to apply.
Dahab Coffee
Founded in 2011 in Tetouan, Dahab Coffee presents itself as a 100% Moroccan franchise. The brand reportedly has 104 outlets in 22 cities, according to figures reported in April 2026 (source). It highlights the support it gives franchisees: site selection, fit-out, training, roasted coffee supply and marketing.
International brands present in Morocco
| Brand | Origin | Known set-up |
|---|---|---|
| Starbucks | United States | Leader of premium coffee in Morocco |
| Caribou Coffee | United States | Master franchise (KIRON SARL), 16 outlets in 2026 |
| Costa Coffee | United Kingdom | Local franchisee Goldex Morocco |
| Boost Coffee | Turkey | In Casablanca since 2021 |
| Espressolab | Turkey | Present in Morocco |
| %Arabica | Japan | Present in Morocco |
| Columbus Café & Co | France | Present in Morocco |
| Paul | France | Bakery-café present in Morocco |
Sources: Challenge, October 2026 and African Marketing Confederation, 2023.
These brands show how lively the market is, but their outlets are generally opened by the master franchisee itself. For an individual project, contact the master franchisee directly, and expect high investment.
How to choose your coffee brand
Once the list is narrowed to networks that are recruiting, compare them on concrete points:
- The format: takeaway counter, coffee shop with seating, café-restaurant. Each needs a different surface and budget.
- Existing outlets: visit them at different times of day.
- The product: origin and roasting of the coffee, reliability of supply.
- Support: length of training, help with premises, follow-up after opening.
- Financial terms: entry fee, royalties, personal contribution required.
To cost your project, read the opening budget of a café, and for the full process, our guide to opening a coffee franchise in Morocco.
Frequently asked questions
Which coffee franchises are recruiting in Morocco?
It is mainly Moroccan brands that recruit independent franchisees, such as Tendy's. Large international chains most often grow through a master franchisee that opens its own outlets.
Can you open a Starbucks or a Costa Coffee franchise in Morocco?
In practice, very rarely as an individual. These brands are run in Morocco by companies that hold the rights for the country. You have to contact them directly.
What is the best coffee franchise in Morocco?
There is no single answer: the right brand depends on your budget, your city and the format you are aiming for. Compare existing outlets, training and financial terms across several networks before choosing.