In parallel with a presence in certain airports in Morocco, the restaurant chain belonging to the Rahal group has opened a point in the center of Casablanca and will soon launch another at Casaport station. Interview with Karim Rahal, CEO of the group.
A first restaurant has just opened with the promise of launching a chain of restaurants in the future. What does the Medina development plan consist of?
This is in fact the first reopening in town of the new urban Moroccan restaurant concept, the Medina. Launched 15 years ago in Maârif, the brand subsequently developed solely and exclusively in Moroccan airports. The Rahal group, promoter of the Medina, had chosen to share the flavors of Moroccan cuisine first with travelers from Morocco and the world. After this first phase, where the concept was proven with customers of all nationalities, the Medina reopens today in the center of Casablanca (…) In the Medina, we eat Moroccan, like in the house of our parents and our grandparents. -parents, we eat well, with new and revisited recipes. The take-out offer, from the restaurant offer or to order for large volumes is at the center of this reopening. Moreover,
What is the investment program?
For the development of the Medina concept store, we invested more than 5 million dirhams in research and development and in the conceptualization of the space, decor and working resources. The stabilization of recipes, the security of supply chains, the formulation of recipes in international and exportable terms, obviously food security and the precision of the production and delivery chain have concentrated the majority of the investment, particularly in the field of training. Moroccan cuisine is particular, in the sense that it must keep its authentic character, with 100% natural products, and accept modeling schemes for stabilized production.
In addition to this basic investment, the cost of land, development, equipment, training, marketing and communication must be taken into account for each point of sale. For this new opening in the middle of Anfa Boulevard, a dedicated investment of more than 6 million DH is required.
How many people does this restaurant chain employ?
For the current small chain, between the points of sale for travelers and the recent opening on Bd d’Anfa in Casablanca, the Medina has recruited nearly 60 new employees.
Which profiles?
For the points of sale, the Medina has recruited culinary and pastry professionals, room managers, counter agents, and technical agents. At the management and research and development levels, they are managers and restoration specialists.
Will the menu be limited to Moroccan cuisine?
The Medina specializes in Moroccan cuisine. It starts with an M, it’s Moroccan, it’s Mhamar, Mkalli, Mcharmal or Méchoui, and it’s Magnifique (laughs). Of course, there are revisited and updated proposals, but the heart of the offer is based around the beautiful and very rich Moroccan cuisine.
What is your pricing policy?
It is to be discovered! We have chosen to share Moroccan cuisine with as many people as possible. We have therefore opted for a pricing policy that is also urban, that is to say attractive enough to welcome guests every day! For example, the tagine offering starts from 70 DH.
