French halal burger chain BiG M opens first Moroccan restaurant, targeting African expansion

MOROCCO – BiG M has opened its first restaurant in Tangier, marking the French halal burger chain’s entry into Morocco and the launch of a broader African expansion strategy.

Founded in 2019 in Bondy by entrepreneurs Mehdi Bella and Yaniss Ourabia, the brand built its concept around halal burgers inspired by recipes from McDonald’s, Burger King, Quick, and KFC, served under one roof at more affordable prices.

A Homecoming Story with Local Roots

The Tangier opening is structured as a partnership with Moroccan investors and relies entirely on local staff, combining job creation for young people with European operational expertise.

Co-founder Mehdi Bella, a Moroccan national living abroad, described the venture as “an immense source of pride,” expressing hope that BiG M would become part of Moroccans’ daily lives as it has in France.

Tangier was chosen for its status as a growing economic hub, with future openings already planned in Casablanca and Rabat as the company positions Morocco as a strategic platform for continental expansion following its existing footprint in Senegal.

Value Menu with Global Ambition

BiG M’s signature “double menu,” featuring two main items like burgers or a burger and nuggets, with fries and a drink, is priced roughly one euro below comparable meals at major competitors.

Moroccan pricing will reflect local purchasing power.

The brand differentiates through innovation including the Bao Burger and wrap options with curry and tandoori flavors. In France, a blind taste test aired on national television reportedly found 90% of participants preferred BiG M’s recipes over competitors.

Explosive Growth Since 2019

The chain operated 64 restaurants across France by late 2024, 55 franchised and nine company-owned, with nearly €42 million (approx. $45.8 million) in 2023 revenue.

The company has been expanding at roughly 20 new openings per year. Internationally, BiG M now operates two restaurants in Senegal, one in Morocco, two in Guinea-Conakry, and one in Spain, with total revenue approaching €60 million (approx. $65.5 million) in 2025.

The franchise model runs on five-year contracts with an entry fee of €30,000 (approx. $32,700) and minimum personal investment of €130,000 (approx. $141,800).

Beyond Burgers: Big Canteen Concept

In 2025, Bella and Ourabia launched investment group Tawila, acquiring master franchise rights for Fatburger, Buffalo’s Café, ADS, and Original Riz Crousty.

These brands are being gathered under a new food-court concept called Big Canteen, featuring a central kitchen and single ordering system.

Future openings will largely fall under this banner, transforming BiG M from a standalone burger chain into a multi-brand dining destination.

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