Consumer protection associations in Morocco have rejected recent price increases imposed by some cafés during major football matches involving the national team. They argue that the hikes are unjustified and place an additional burden on consumers.
The issue emerged after complaints from customers who reported paying significantly higher prices for drinks and food while watching matches in cafés. According to consumer advocates, some establishments raised prices without clear justification, taking advantage of increased demand during games involving the Moroccan national team.
Consumer groups stressed that the principle of free pricing does not give businesses unlimited freedom to impose excessive increases. They argued that prices should remain reasonable and proportionate to operating costs.
Abdelkarim Chafai, vice president of the Moroccan Consumer Protection Association, said that many cafés increased the prices of coffee, soft drinks, and food during recent matches involving Morocco. In some cases, increases reached between 100 and 150 percent, according to figures collected by consumer advocates. “In Agadir, for example, some cafés raised the price of a coffee from 15 dirhams to 40 dirhams,” Chafai said to Hespress Arabic.
Consumer representatives argued that moderate adjustments linked to supply and demand can be understandable. However, they maintained that sharp increases exceed what can reasonably be justified by market conditions. Chafai said to Hespress Arabic that limited increases of a few dirhams may be acceptable, but hikes reaching the levels reported by consumers are not.
On the other hand, representatives of the café and restaurant sector have distanced themselves from the practice. Ahmed Boufkrane, national coordinator of the Moroccan Association of Café and Restaurant Owners, said to Hespress Arabic that most establishments respected existing prices and avoided raising them during the tournament. He described the reported cases as isolated incidents involving operators who sought to benefit from the popularity of the national team.
Boufkrane also stated that his association rejects such increases and called on consumers to document any abuses and submit evidence. He said the association is prepared to take action against professionals found to have violated ethical standards within the sector.
Consumer advocates have called for stronger monitoring and enforcement measures. They warned that repeated price increases could discourage customers from visiting cafés and damage trust between businesses and consumers. They also expressed concern that temporary increases introduced during major sporting events could become permanent if left unchecked.
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