Real Madrid Expands with Restaurants in Tangier and Casablanca as Part of Global Growth Strategy
The Spanish club Real Madrid is set to enter the Moroccan market with the opening of two new restaurants in Tangier and Casablanca. This initiative is part of the global expansion plan for its restaurant chain “Uno By Real Madrid,” which officially launched in October 2023 in Mexico City.
According to the Spanish newspaper “El Confidencial,” the royal club has signed agreements with local partners in Morocco aimed at opening both branches before the end of this year. This step comes as the club seeks to revitalize a project that has progressed at a slower pace than initially expected.
Real Madrid previously opened its first restaurant in Mexico City, followed by a second branch in the same country, with plans for a third branch soon. The Tangier and Casablanca branches are expected to open later in 2025.
The chain aims to establish 252 branches globally by 2029, but so far only 11 agreements have been signed. The slow pace of this expansion, according to the newspaper, is due to the rigorous scrutiny the club applies when reviewing contract details to maintain the image and brand of Real Madrid, leading to prolonged negotiations that may discourage some investors due to bureaucratic complexities.
The project will adopt a diverse model, featuring upscale restaurants in city centers equipped with screens to watch the team’s matches, as well as medium-sized restaurants in less crowded areas, ensuring flexibility suitable for various markets and social environments.
Each restaurant bearing the Real Madrid name will offer a menu inspired by Madrid’s culture, such as “Patatas Bravas” with “Spicy 93” sauce, commemorating Sergio Ramos’s famous goal in the 2014 Champions League final, along with dishes like “Viking Chicken Burger,” vegetarian options, milkshakes, and assorted desserts.
According to a plan prepared by PwC, the restaurant chain’s revenue is expected to reach €762 million by 2029, while net profits before interest and taxes could be around €116 million.
After Morocco, additional branches are expected to open in Argentina and Panama by 2026, while the club continues negotiations with potential investors in South Korea, Japan, Indonesia, and the United States, as part of its strategy to enhance its global brand presence.
