I remember the first time I visited Galavan, a French-style pastry shop in Agadir. The smell of fresh pastries filled the air as I entered, and I was immediately transported back to the small bakeries of Paris. But behind those perfectly crafted pastries and the warm smiles of the owners lies a story of determination, challenges, and ultimately, sweet success.
Today, I'm sharing the journey of Claudia and Yassine, a couple who left their life in France to open a pastry shop in Morocco. Their experience offers valuable insights for anyone dreaming of starting a business in this beautiful country.
From Kitchen Countertops to a Full-Fledged Pastry Shop
Like many entrepreneurial stories, Galavan started small. Very small.
"I remember when we first opened Instagram and launched our first advertisement," Yassine recalls. "The first order came in immediately, followed by a second and third. It was for a fraisier—well, actually a framboisier because we couldn't find strawberries at the time."
What began as Claudia making pastries from their home kitchen quickly evolved when they realized there was a genuine demand for quality French pastries in Agadir. Customers were looking for that authentic taste and texture that was hard to find locally.
"We noticed there was a real demand for quality," Yassine explains. "We use noble ingredients to create high-quality pastries."
But the journey from home kitchen to storefront wasn't straightforward. It required dedication, long hours, and a passion for the craft.
The Reality of Being a Pastry Chef in Morocco
If you're considering opening a pastry shop in Morocco, there's something important you should know: it's not an easy job.
"Being a pastry chef isn't easy," Claudia emphasizes. "It's not a glamorous profession. As a pastry chef, you don't count your hours. You're always on your feet, always cleaning up after yourself. It's very demanding and requires precision—it's mathematics above all else."
During my visit to their shop, I noticed how immaculate everything was. Claudia moved with purpose, checking each pastry before it went into the display case. The attention to detail was evident in every cream puff and tart.
Claudia shares a philosophy that sets Galavan apart: "I prefer quality over quantity. I'd rather make medium volumes that are excellent than end up with pastries that aren't good. It takes three days of work to create some of our pastries."
This commitment to quality means sometimes customers might find a limited selection late in the day, but what they do find will be exceptional.
Administrative Hurdles: Opening a Business in Morocco
One of the biggest challenges in opening a pastry shop in Morocco is navigating the administrative requirements. The couple was surprised by how extensive and time-consuming the process could be.
"When you want to open a pastry shop in Morocco, you need to go through an architect who will validate the laboratory plans," Yassine explains. "This architect presents your plans to a commission that includes at least five or six government entities—the region, the municipality, ONSA (Office National de Sécurité Alimentaire), and others."
The entire process of obtaining permissions took about six months for them. There are two types of permits required:
- Authorization for construction work in the location
- Operating permit to run the business
What made the process even more challenging was the language barrier. Most official documents are in Arabic, specifically literary Arabic with technical terms that can be difficult for non-native speakers to understand.
"Even though I speak Darija (Moroccan Arabic), I have great difficulty reading and writing it," Yassine admits. "When you encounter administrative procedures here, most documents are in literary Arabic. You can hire a lawyer, but then you need to find one who is bilingual and can explain things to you in French."
A Valuable Resource for Entrepreneurs
If you're planning on starting a business in Morocco, there's a resource that Claudia and Yassine wish they had discovered earlier: the CRI (Centre Régional d'Investissement or Regional Investment Center).
"The CRI is the number one organization today if you want access to reliable information," Yassine recommends. "If I had known about them before, I would have avoided wasting time and money."
They also mention a website, RAS.ma, which provides all necessary information about various types of activities, what class of activity you fall under, what standards you need to respect, what regulations to implement, and which organizations to approach.
Construction Challenges and Lessons Learned
Another significant hurdle they faced was managing the construction of their shop. Initially, they tried to delegate this responsibility to someone who would hire contractors on their behalf, but this decision ended up costing them.
"We tried to do it solo, and we got taken advantage of," Yassine admits. "We lost a bit of money and time."
The couple discovered that the person they entrusted was overcharging them and making decisions that weren't cost-effective. For example, some equipment was being fabricated locally when it would have been better to purchase it from specialized suppliers.
"Today, Morocco has magnificent businesses that import restaurant equipment from Italy, Spain, France, and so on," Yassine points out.
Their advice? Always compare prices from multiple suppliers, get several quotes, and most importantly, be present and involved in your project.
"Don't discuss financial details openly," Yassine adds. "Stay as discreet as possible about numbers to avoid attracting the wrong people."
Negotiating Your Commercial Lease in Morocco
One brilliant tip they shared was about negotiating your lease when starting a business:
"From the moment you find the location, negotiate with the owner," Claudia advises. "You can ask for a rent-free period during the administrative procedures."
Since obtaining permits can take months, this strategy can save you from paying rent on a space you can't yet use. Some owners will agree, others might be reluctant, but it's always worth trying.
The same approach can work for residential properties too. If a home requires renovations, you can sometimes negotiate free months in exchange for improving the property.
Finding Quality Staff: A Major Concern
For Claudia, one of the biggest concerns was finding qualified staff who understood her standards for quality pastry-making.
"After interviewing many candidates, I realized that for something as basic as pastry cream, they were all using powdered mixes. Not one told me they make homemade pastry cream," she recalls with disbelief.
Building the right team took time, with staff coming and going before they found people who shared their vision. The month of Ramadan actually helped strengthen their team bonds as they worked together through this challenging but busy period.
"Now I have a team I can count on. When I ask them to do something, they don't complain," Claudia says proudly. "They're even proud to say they work at Galavan because it looks good on their CV."
Finding the right balance between maintaining a family-like atmosphere while still having a professional framework was challenging but essential.
"At the beginning, it wasn't easy. There was too much of that family side, which can lead to people taking too many liberties," Yassine admits. "We've made adjustments to find the right balance between being firm and being supportive."
Ramadan: A Busy Time for Pastry Shops
Contrary to what some might expect, Ramadan is actually a very busy period for pastry shops in Morocco.
"It's full-time work during Ramadan, even more than usual," Claudia confirms. "People consume much more pastry during this time."
Even though people are fasting during the day, they often buy pastries to enjoy during the evening iftar meal or to serve to guests. During Ramadan, Claudia organized two teams—one starting at 7 AM and another team working later hours, adapting their offerings to include special Ramadan treats like "trumpet of gazelle" (kaab el ghazal) and savory options that proved so popular they continued offering them even after Ramadan ended.
Cultural and Language Integration
Moving to a new country always involves cultural adjustment. For Claudia, who is Romanian and not a native Arabic speaker, this meant learning to communicate with her Moroccan staff and customers.
"I spend about 12 hours a day minimum at the pastry shop, and my employees are Moroccan. Some speak French, but many only know a few French words, so I've had to adapt," she explains.
Over time, she's developed her own system of communication with her team. "Yesterday, I asked my employees, 'Do you understand when I speak to you?' They told me, 'We decipher.' So I encode as they speak, and they decode when I speak—that's how we understand each other."
Claudia believes strongly in the importance of integration: "When we come to a country, we must adapt to the language, the country, its customs. Just as Moroccans adapt when they go to France, why shouldn't we as foreigners come to Morocco and adapt?"
She's noticed that many foreigners who move to Morocco maintain their bubble, speaking only their native language even after years in the country. "I really advise people who come to settle here to forget where they came from, forget what they've experienced. It's starting from zero—it's a new culture, it's completely different, so it's up to us to adapt a little."
Residence Permits and Administrative Procedures
For non-Moroccan spouses like Claudia, obtaining a residence permit can be challenging. While the process is relatively straightforward for French citizens moving to Morocco (requiring just a passport, birth certificate, and criminal record extract), it can be more complex for citizens of other countries.
In Claudia's case, as a Romanian citizen, she needs to obtain documents from Romania, including a criminal record extract that must be collected from the Romanian embassy in Rabat. All documents must be less than three months old, creating a situation where by the time you collect one document, another might have expired.
As a result, Claudia has been leaving and re-entering Morocco every three months for the past two years to maintain her legal status. While this might sound like frequent vacations, she assures it's anything but: "The last time, I left Agadir for Tenerife, landed at 4 AM just to take the plane back at 6 AM—that's not a vacation!"
The Rewards of Following Your Passion
Despite all the challenges, opening their pastry shop has been incredibly rewarding for the couple. They've created something they're proud of and that brings joy to their customers.
"Sometimes I don't realize that we have a food business in Agadir. Do you realize that we opened a pastry shop in Agadir?" Yassine marvels.
Their reputation has spread throughout the city, attracting both locals and the Moroccan diaspora returning home who miss the taste and texture of French pastries.
The couple emphasizes the importance of doing something you love: "It's very important to work in something you're passionate about. You're going to spend more time there than anywhere else during the week, so working in a field that pleases you, that you're passionate about, is super important."
For Yassine, who previously worked 15 years in the insurance sector with little passion for the field, watching Claudia work with such enthusiasm in her element was transformative.
"When you see someone who is passionate about their job and who manages to combine passion and work, I think it's fantastic," he reflects.
Future Plans: Quality Over Expansion
When asked about their future plans, the couple is cautious about rapid expansion.
"I want to maintain this quality, and I know that if I go elsewhere and I'm not physically present, will the quality be the same?" Claudia wonders. "My goal isn't to grow bigger and bigger. I'm content with what we have."
While they hint at new projects on the horizon for Galavan in Agadir—perhaps adding a terrace where customers can enjoy pastries on-site—their focus remains on quality rather than quantity.
"Today, alhamdulillah, our objectives have been met," Yassine reflects. "Our goal was to have a full refrigerator, pay our rent, have a car that starts in the morning, pay for our children's school. Today, alhamdulillah, our objectives are achieved."
Tips for Opening a Business in Morocco
Based on their experience, here are some key tips for anyone considering opening a pastry shop in Morocco or any business:
- Visit the CRI (Regional Investment Center) early in your planning process for reliable information.
- Research thoroughly using resources like RAS.ma to understand regulations for your specific business.
- Budget for a 6-month period between deciding to launch and actually opening.
- Negotiate your lease to include rent-free months during the administrative and construction process.
- Be present during construction and compare quotes from multiple suppliers.
- Stay discrete about financial matters and budgets.
- Prepare for language challenges by learning Darija or having reliable translation help.
- Take time to build the right team and find the balance between friendliness and professionalism.
- Focus on quality over quantity if you want to build a lasting reputation.
- Embrace the local culture and be willing to adapt and integrate.
Opening a pastry shop in Morocco requires patience, dedication, and a genuine passion for what you're creating. As I enjoyed my lemon meringue tart (my personal favorite) at Galavan, I couldn't help but appreciate the journey that brought each perfectly crafted pastry to the display case.
Have you ever dreamed of opening a business in Morocco? Or do you have a favorite Moroccan pastry shop to recommend? Share your thoughts in the comments below!