The representative of the company in charge of the distribution and marketing of Shell fuels and lubricants, and Butagaz products in Morocco, creates a joint venture dedicated to the development of its fast food franchise offer.
Vivo Energy Maroc will launch into fast food. The company in charge of the distribution and marketing of Shell-branded fuels and lubricants in Morocco, and Butagaz-branded liquefied petroleum gas, is expanding its scope of activity. To do this, it has just created a joint venture in partnership with the Multi Food group (MFG), called MFG Vivo Holding.
Through this entity, Vivo Energy Maroc aims to open several restaurants under franchise over the next few years, at the level of its network of service stations. But not only, the objective is also to develop outside in order to “respond to a growing consumer demand for an enriched and innovative catering offer”, says one within Vivo Energy where we are delighted with the creation of this joint venture with MFG.
“This collaboration with a recognized local player in the field of restaurant franchises is perfectly in line with our development and growth strategy in Morocco,” said George Roberts, CEO of Vivo Energy Maroc. He added that the company “thus firmly maintains its commitment to its national roots and an improved customer experience”. The CEO promises a new franchise offer with many franchise brands that will be gradually inaugurated in the Shell network and through the big cities of the Kingdom. Taoufik Bensouda, president of the Multi Food group, also welcomed this partnership.
“The visibility and scope of the Shell network will bring real added value to the development of our franchises”, he underlines, assuring that this project constitutes a “powerful” vector of employability and localized growth. Indeed, the deployment of new restaurants will allow the continuous creation of jobs as well as the establishment of a complete professional training system for employees. Vivo Energy Maroc is not, as a reminder, the first operation of its kind. The brand has indeed multiplied, in recent years, partnerships with well-known fast food brands. The integration of new international franchises confirms its ambition to consolidate its diversification strategy.
Sami Nemli / ECO Inspirations