Coffee Berry expands MENA presence with first outlet in Morocco

MOROCCO – Coffee Berry, an Athens-based coffee chain, has opened its first outlet in Casablanca, marking its entry into Morocco alongside recent expansions by Le Pain Quotidien, Gong cha, and Krispy Kreme in the last six months.

Coffee Berry, a global premium coffee chain, is making its debut in Morocco, opening a store in Casablanca.

The store will introduce a range of nine single-origin coffees, catering to the growing specialty coffee market in Morocco’s largest city.

This expansion marks Coffee Berry’s sixth global location, with previous stores in Cyprus, Egypt, Saudi Arabia, and Germany.

Founded in 2016, Coffee Berry operates over 220 stores worldwide. Morocco becomes its third market in the MENA region, following Egypt and Saudi Arabia.

According to World Coffee Portal’s Project Cafe Middle East 2025 report, the total Moroccan branded coffee shop market currently comprises more than 160 outlets, making it the tenth largest in the MENA region.

Morocco’s coffee shop market is rapidly growing, expanding by 19% in the 12 months leading up to November 2024.

Leading operators include French bakery-café chain Paul and domestic brand Cafés Carrion. While international chains dominate, including US-based Starbucks, Dunkin’, and Caribou Coffee, local brands are carving out a niche as well.

In the past 18 months, European brands such as Espressolab, Costa Coffee, and Boost Coffee have also strengthened their presence in Morocco.

Additionally, Belgian bakery-café chain Le Pain Quotidien, UK’s Gong Cha, and US chain Krispy Kreme launched in the market within the last six months.

Krispy Kreme’s announced its debut in Morocco in August 2024, with its exclusive Moroccan-inspired doughnuts, sparking excitement and attracting strong consumer interest.

Coffee Berry is expected to follow in similar footsteps, offering a menu inspired by local flavors. This could resonate well with Moroccan consumers, who have a rich cultural heritage of spices, citrus, and sweets.

The Moroccan coffee shop market is forecast to continue its strong growth, with the total number of branded outlets expected to rise to 390 by 2029, making it a dynamic and promising market for Coffee Berry.

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