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Rabat, Medina & Ocean
3h45 from the medina to the Kasbah of the Udayas, the Bouregreg marina, and the corniche, with the main course served facing the ocean.
All projects
2025Project co-author
Ride & Dine
Mobile gastronomic bus
Tourism productCompetitive analysisPositioning
The project
Moroccan tourism is growing strongly but remains dominated by classic offers: guided tours on one side, traditional restaurants on the other. The visitor's experience is fragmented; transport and dining never speak to each other.
Ride & Dine brings the two together in a single object: a bus fitted out as a restaurant, with large panoramic windows, running routes chosen for their scenery. The bistronomic meal is served as the landscape moves past, punctuated by photo stops and visits.
Three circuits were designed minute by minute: Rabat "Medina & Ocean" in 3h45, Tangier "Sea & Panorama" in 3h30, and Ifrane "Nature & Mountain" in 3h45, each with its stops, durations, and the course served on each leg.
The Moroccan market in 2025
19.8 M
tourist arrivals, up 14% year on year
138 Bn
dirhams in receipts, an all-time record
43.4 M
overnight stays in classified establishments
26 M
tourists targeted by 2030
Three circuits, three landscapes
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Tangier, Sea & Panorama
3h30 along the corniche to Cap Spartel and the Caves of Hercules, dessert served on the way back to the centre.
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Ifrane, Nature & Mountain
3h45 between Ifrane, the Azrou cedar forest, and Ain Leuh, a hot drink at departure and wildlife watching.
The value proposition
Three services in one
- Premium tourist transport in a fitted-out bus
- Quality dining built on local produce
- Cultural programming: storytelling and atmosphere
- Photo stops placed at the best viewpoints
A sustainable dimension
- Sourcing from local produce
- Optimised travel, one journey instead of several
- Value returned to the territories crossed
- External central kitchen, plating on board
Competitive analysis
| Player | Offer | Exploitable weakness |
|---|---|---|
| Marrakesh City Tour (ALSA) | Electric panoramic bus, 2 circuits, 8-language audio guide | No dining, standardised experience |
| Tanger City Tour | Hop-on hop-off, 2 circuits, 48h ticket | Poor audio guide, no F&B, weather exposure |
| Rabat panoramic bus | 3 buses, 15 MDH budget, 2025-2026 launch | Classic model with no gastronomic dimension |
| Bustronome (Paris, London) | The global benchmark for gastronomic buses | Absent from the Moroccan market, higher price point |
No player currently offers an experience in Morocco combining premium tourist transport with mobile fine dining.
SWOT analysis
Strengths
- Immersive experience combining dining, transport, and tourism
- Strong differentiation in the market
- Adaptable to several cities
- Emotional value and strong visual potential
Weaknesses
- High initial investment
- Logistical coordination complexity
- Capacity limited to 20-30 guests per circuit
- Dependence on service quality
Opportunities
- Growth in experiential tourism
- Development of sustainable tourism
- Partnerships with hotels, agencies, and influencers
- Possible expansion to other cities
Threats
- New competitors entering
- Variable purchasing power
- Weather conditions
- Administrative constraints and permits
Chosen positioning
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Accessible premium mobile dining
More accessible than a luxury fine-dining restaurant, more refined than a standard outing. Priced at 500 to 900 dirhams against roughly 1,000 at Bustronome.
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Primary target
Urban young professionals aged 25 to 40, medium to high purchasing power, drawn to innovative concepts and highly active on social media.
03
Secondary targets
International tourists on short stays seeking unique experiences, and couples or groups marking special occasions.
The presentation
Walk through the deck, slide by slide.
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