A little facelift for the Casablanca urban landscape. The Casablanca town hall wants to standardize the terraces of cafes and restaurants, particularly on the main boulevards. In addition to strict compliance with the rules regarding the occupation of public property, the owners of these brands will now have to pay attention to aesthetics.
To carry out this project, the town hall called on the services of an urban engineer. Concretely, the businesses concerned will be subject to a charter which ensures in particular the standardization of colors.
Boulevard Zerktouni, which has just undergone redevelopment work valued at more than 112 million dirhams, has been designated a “pilot site” for this operation.
Thus, each boulevard will have a specific color, in harmony with the surrounding landscape. Concerning Zerktouni Boulevard specifically, the choice was made for the midnight blue color.
The new charter comes at the right time to accompany a vast program to modernize the main arteries of Casablanca, recently launched by the town hall, affecting boulevards Zerktouni, La Mecca and Taddart, among others.
Read also: Casablanca: after the redevelopment of Boulevard Zerktouni, local residents testify
For their part, cafe and restaurant owners welcome the new regulations with a certain skepticism. “Imposing a color will restrict the possibility for traders to use their freedom of choice», Estimates Mohamed Abdelfadel, secretary general of the Moroccan Federation of Cafés and Fast Food.
And to add: “Casablanca is the economic capital of Morocco, a country favorable to economic and commercial liberalism. The choice of this open policy has made Morocco the preferred regional and continental destination for international franchises, and fertile ground for the creation and development of national franchises.».
Mohamed Abdelfadl calls on political actors to take into account the specificities of national and international businesses and franchises, where color is part of the visual identity of projects and their marketing strategy. “Colors sometimes express gender diversity or sporting, political affiliation, etc. Each merchant addresses a well-targeted clientele», he explains, giving the example of “Coffe with love”, a young Moroccan franchise on Boulevard Zerktouni, which targets a female clientele, and whose pink color is an integral part of the visual identity and economic model. “This choice will no longer be possible with the new restrictions from the town hall», deplores the secretary general of the Moroccan Federation of Cafés and Fast Food.
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