Casino has launched its first Leader Price store in Morocco, choosing Casablanca as its entry point. It aims to open 50 stores within 5 years.
French supermarket giant Casino has launched its first Leader Price store in Morocco. The new store is in Casablanca, at 169 avenue Moulay Hassan 1er. It marks Casino’s re-entry into the Moroccan market, having had stores in the country previously between 2005 and 2011.
Casino is positioning the store in what it calls the soft discount sector, offering every day low prices. It aims to open 50 stores within the next five years. These stores will typically be neighbourhood supermarkets of less than 500m² in retail space.
Casino’s entry puts it head to head with its French rival Carrefour, whose Label’Vie subsidiary has a substantial neighbourhood store network under the Carrefour Market banner and also operates hypermarkets under the Atacadão banner. Casino will also compete against domestic chains Marjane and Aswak Assalam.
