The French fast-food brand BiG M has opened its first restaurant in Tangier, marking the company’s entry into Morocco and the start of what it says will be a wider expansion across Africa.
The chain was founded in 2019 in Bondy by entrepreneurs Mehdi Bella and Yaniss Ourabia, who previously worked in the textile and perfume industries.
BiG M built its concept around halal burgers inspired by recipes from well-known chains such as McDonald’s, Burger King, Quick and KFC. The idea is simple: offer different styles of burgers and chicken usually associated with those brands, but under one menu and generally at lower prices.
The Tangier restaurant was launched with Moroccan investors and is run entirely by local staff. The company says it wants to create jobs for young people and share the operational experience it developed in France.
Tangier was chosen because of its growing role as an economic centre in northern Morocco.
Mr Bella, a Moroccan national living abroad, said when the project was first announced that opening in Tangier was “an immense source of pride”. He added that he hopes the brand will become part of everyday life for Moroccan customers, just as it has in France.
BiG M’s main selling point is affordability. Its best-known offer is the “double menu” – a meal that includes two main items, such as two burgers or a burger and nuggets, plus fries and a drink.
The price is usually about one euro less than similar meals at larger competitors. The company says its prices in Morocco will reflect local purchasing power.
The brand also tries to stand out with a few unusual items. These include the Bao Burger, which uses a soft steamed bun, and chicken wraps with curry or tandoori flavours.
BiG M also says that a blind taste test shown on the TV programme Sept à Huit on TF1 found that 90% of participants preferred its burger recipe over those of rival chains.
The company has grown quickly in France. By October 2024 it had 64 restaurants, including 55 franchised outlets and nine company-owned locations. It reported nearly €42m in revenue in 2023 with 53 restaurants.
BiG M has been opening about 20 new sites a year and had previously said it hoped to reach a pace of one to two openings a week.
Outside France, the chain already runs two restaurants in Senegal. In Morocco, further openings are planned in Casablanca and Rabat.
The company says it wants Morocco to become a base for expansion across Africa. Franchise contracts run for five years, with an entry fee of €30,000 and a minimum personal investment of €130,000.
BiG M has also announced plans to acquire the master franchise rights for Fatburger, the American burger chain, as part of a wider international expansion that could also include Spain and other markets.
