As Morocco gears up for the 2026 World Cup, local cafés and restaurants face the dual challenge of accommodating late-night matches while navigating economic constraints. With varying kickoff times due to the event’s United States, Canada, and Mexico locations, business owners are preparing but remain cautious about potential impacts on footfall and revenues.
A Shift in Scheduling
According to Nourredine El Harraq, head of the National Association of Café and Restaurant Owners in Morocco, the 2026 World Cup poses unique challenges compared to previous editions. The time difference with host countries means that several matches will be scheduled late into the night, which could significantly affect local businesses during gameplay.
El Harraq noted that the initial matches for the Moroccan national team, the “Atlas Lions,” will occur during regular working hours, likely not obstructing patron turnout. Cafés and restaurants are expected to remain open, fostering a communal atmosphere for fans eager to support their team.
Concerns Over Late Matches
However, he cautioned that the real challenges would arise if Morocco advances to the knockout stages, with many matches then taking place late at night. This situation may prompt business owners to seek special permits from authorities to extend operating hours while ensuring compliance with safety and public order regulations.
El Harraq emphasized that expectations for exceptional profit during this World Cup should be tempered. The late timing of matches is likely to deter a significant portion of customers who have professional and academic commitments, despite the Moroccan public’s enthusiasm for backing their national squad.
Economic Considerations
Different neighborhoods and cities may witness varying levels of clientele engagement, particularly in lower-income areas, which might see an uptick in customers during matches. However, regions with different consumption habits and activities could experience inconsistencies in attendance.
On the matter of pricing, El Harraq insisted on maintaining standard fare, urging restaurant owners not to exploit the sporting event for excessive price hikes. He noted that any necessary minor adjustments related to additional costs—such as providing extra seating or equipment—should remain reasonable and not weigh heavily on patrons.
Maintaining the Celebration
The National Association is dedicated to educating business owners about the importance of keeping prices moderate, ensuring that matches are viewed as opportunities for collective celebration and enjoyment, rather than instances of exploitation that could tarnish the sector’s reputation or burden fans.
As Moroccans anticipate the “Atlas Lions'” journey in the 2026 World Cup, an atmosphere of optimism prevails. However, the significant time difference, along with the need to balance economic activities and customer service, will undoubtedly present ongoing challenges as this global event unfolds.
