Franchises & Brands: A Five-Year Acceleration Plan in the Pipeline
Now more than ever, Morocco is urged to make significant investments and attract high-value brands while fostering a structured entrepreneurial ecosystem. This new brand-driven dynamic is expected to create new job opportunities and expand Morocco’s investment reach and economic influence internationally, according to Ryad Mezzour, Minister of Industry and Trade. He made these remarks during the opening of the first edition of the International Franchise Exhibition (Morocco Franchise Exhibition 2025).
Encouraging Moroccan Brands to Establish Subsidiaries Abroad
In essence, the coming years are expected to be highly promising in terms of attracting international franchises and strengthening Moroccan brands. However, this will require Morocco to adopt a clear vision supported by a robust strategy and bold incentives to solidify a high-performing commercial ecosystem and sustain employment growth.
Network-based commerce and franchising are industries with significant employment potential. To support this sector, which is undergoing rapid transformation due to technological innovations and e-commerce, regulations must continuously adapt to new realities and international standards. To seize emerging opportunities, Morocco is preparing to launch a dedicated trade strategy and an international commerce program (2025-2026). The objective is to encourage Moroccan brands to establish subsidiaries abroad and strengthen their presence in major global retail chains. This initiative aligns with a new vision for the development of the franchising system.
According to Mohamed El Fane, President of the Moroccan Franchise Federation (FMF), “The International Franchise Exhibition is a valuable opportunity to accelerate entrepreneurial growth and enhance the role of franchising in structuring the national economy.” He further announced that the goal is to establish 100 Moroccan franchise brands by 2030. Over the next five years, more than 10 billion dirhams will be invested in shopping malls and commercial centers, covering a total area of 500,000 square meters, according to FMF projections. Consequently, multiple shopping centers are expected to open in major cities to accommodate increased consumer traffic, particularly with the 2030 FIFA World Cup and an anticipated influx of 26 million tourists.
As Minister Mezzour pointed out, with the exception of a few countries such as China, the United States, and Italy, “there is no specific global regulatory framework for the franchise business model.” In other words, “each country must develop its own financing mechanisms and support structures for entrepreneurs and investors.” Establishing a conducive regulatory environment for franchising will not only increase the number of brands and job opportunities but will also contribute significantly to the formalization of the commercial sector while ensuring consumer-friendly standards.
Amin RBOUB
