Turkey’s Boost Coffee eyes outlet growth in Morocco

Boost Coffee currently operates 17 outlets across Turkey, Morocco and Uzbekistan | Photo credit: Boost Coffee

Turkish coffee chain Boost Coffee is seeking to accelerate its outlet expansion in Morocco’s developing branded coffee shop market. 
 

Founded in 2014 with a 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. 

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

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. 

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.  

Morocco recorded more than 2.9 million tourist arrivals in the first quarter of 2023, 238% higher than the same period in 2022 and 17% above pre-pandemic levels. 

Boost Coffee also operates an outlet in Tashkent, Uzbekistan. The coffee chain’s growth plans in Morocco come as the UK’s Costa Coffee also pursues 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.  

Like Boost Coffee, Costa Coffee also currently operates two Moroccan outlets.