When brands want to advertise…
They usually think about TV, social media, or billboards.
But in Morocco, the biggest untapped advertising platform might actually be your local hanout.
Today, nearly 80% of food retail still happens through traditional neighborhood stores, and hanouts alone account for around 69% of those sales.
That means millions of Moroccans walk into these small shops every single day.
A Moroccan startup called FMK Media wants to turn those visits into advertising opportunities.
Its idea is simple:
Install digital screens inside hanouts that display promotions and targeted ads just a few steps away from the products being sold.
Why does it matter?
Because experts estimate that more than 70% of purchasing decisions are made inside the store, right before customers grab an item from the shelf.
Advertising at that exact moment can be far more effective than seeing an ad hours earlier on TV or social media.
The business model benefits everyone.
Shop owners receive free installation, maintenance, and a monthly payment, while brands get measurable campaigns in neighborhoods they previously couldn’t reach efficiently.
FMK Media currently operates 180 stores, plans to add 200 more this September, aims for 1,000 locations by the end of 2026, and eventually hopes to reach 5,000 neighborhood shops across Morocco.
If successful…
The humble hanout could evolve from a simple convenience store into one of Morocco’s most powerful advertising networks.
The real question is…
Could Morocco’s oldest retail format become the country’s most innovative advertising platform?
