PAUL Maroc celebrated its 25 years of existence during a prestigious event at Villa Zevaco in Casablanca, in the presence of important personalities from the Moroccan culinary world.
Since his arrival in Rabat in 1998, PAUL has become a true institution, merging the French art of living with Moroccan hospitality. A pioneer, PAUL introduced the concept of “bakery-café” to Morocco, offering spaces that are both chic and friendly. This concept first seduced clients at the Rabat Agdal villa, then extended to Casablanca with the magnificent Villa Zevaco, carefully restored to preserve its architectural charm from the 1950s. Today, PAUL is present in 7 major cities of Morocco.
Mehdi Bahraoui Jazouli, founder and CEO of Delior Group, which introduced PAUL to Morocco, declared: “We are proud to have made PAUL the most Moroccan of French brands: a subtle blend of refinement and conviviality, with a spirit pioneer, strong and committed”.
PAUL’s authenticity is reflected in its quality products, such as its artisanal bread. Moroccan chefs have also added their personal touch with iconic creations like “Le Royal”, appreciated by generations of customers.
To mark this 25th anniversary, PAUL Maroc is highlighting the younger generation by collaborating with 25-year-old artist Wiam Azhar, who reinterpreted the design of a signature dessert. This initiative demonstrates PAUL’s commitment to local creativity.
Wiam Azhar commented: “I grew up with PAUL in Morocco and I am happy to share my vision of this universe through my art. I imagined a monogram that is both elegant and timeless and connects two cultures.”
PAUL is also launching organic einkorn bread, grown sustainably in partnership with the Ariaf AL Kissane cooperative, thus promoting local ingredients.
In addition, the brand is strengthening its digital presence with a new user-friendly application, integrating features such as the Wallet and a loyalty program.
Looking to the future, PAUL plans to open 10 new points of sale by 2028, to reach a total of 35 in 7 cities, while continuing to combine taste pleasure and responsible nutrition.
