MOROCCO – Turkish coffee chain Boost Coffee is growth hungry for Morocco, the current second-biggest retail market for coffee in the Middle East and North Africa (MENA) region, which had an average of US$1.3 billion spent on coffee products in 2022.

The Istanbul-based coffee chain opened a second store in April 2023 and is seeking to reach 10 stores across the country by 2025.

Founded in 2014 with the first store in İzmir, Boost Coffee currently operates 14 outlets in Turkey and made its international debut in Morocco, with a store in Casablanca in 2021.

Morocco has been at the center of the coffee chain’s expansion in Africa, with the UK’s Costa Coffee also pursuing expansion in the country. In June 2023, Costa Coffee’s franchisee Goldex Morocco outlined plans to reach between 30 and 40 outlets within the next five years. 

World Coffee Portal research forecasts the market will grow 12.2% CAGR to reach 165 outlets by 2027 — the second fastest growth rate in the wider Middle Eastern branded coffee shop market after Iraq at 17.6%.

Morocco’s tourism ministry says a resurgence of international visitors, primarily from Europe, has boosted the country’s hospitality industry over the last year. 

The 90-store Moroccan branded coffee shop market is comprised solely of international brands, including market leader Starbucks, Turkey’s Espresso Lab, as well as French brands Paul and Columbus Café & Co.

Massimo Zanetti Beverage Group launches Segafredo Caffè in Egypt

Massimo Zanetti Beverage (MZB) Group, an Italian coffee company, has launched its new Segafredo Caffè brand in Egypt with three stores at Cairo Airport. 

The Group describes Segafredo Caffè as a ‘casual modern take on the authentic Italian cafè’, supported by the ‘global recognition’ of the wider Segafredo brand.

The Bologna-based holding company said it will introduce the ‘refreshed’ café concept to Cairo’s new Sphinx Airport within the next 12 months, with a menu that combines Segafredo’s Italian heritage with ‘local tastes’.

Egypt is the fifth largest branded coffee shop market across the Middle East and North Africa region, with approximately 580 stores. World Coffee Portal forecasts the total market will reach 831 outlets by 2027.

Segafredo entered the Egyptian market in 2007 and operates Segafredo Zanetti Espresso cafés in the high street and airport locations. The three stores at Cairo Airport bring the brand’s total presence in the country to nine outlets.

The Segafredo Caffè will be operated in Egypt by MZB Services, MZB Group’s franchising division. MZB Group operates an international network of over 600 Segafredo Zanetti Espresso cafés.

The holding group launched its Segafredo Caffé brand in Japan in January 2023, with two stores in Osaka and Fukaya.

“This expansion represents not just growth, but [is] testament to the enduring love for quality coffee amongst Egyptians and travelers alike. We’re elated to serve our blends to an even wider audience under our exciting and welcoming new Segafredo Caffè brand,” said Csaba Salamon, CEO of MZB Services.

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