Spanish football giant Real Madrid is preparing to open two new restaurants in the Moroccan cities of Tangier and Casablanca, as part of its global expansion plan for the “Uno By Real Madrid” restaurant chain, officially launched in October 2023 in Mexico City.
According to the Spanish newspaper El Confidencial, Real Madrid has signed agreements with franchise partners in Morocco to open branches in Tangier and Casablanca before the end of this year. The move is seen as a push to revitalize a project that has been progressing more slowly than originally expected.
The same source states that after opening its first restaurant in Mexico City, Real Madrid launched a second location in the same country. A third is expected to open soon, also in Mexico, followed by the two Moroccan branches, which are scheduled to launch before the end of 2025.
“El Confidencial” also reported that the “Uno By Real Madrid” chain aims to reach 252 locations worldwide by 2029. However, only 11 agreements have been signed so far, revealing a significant gap between ambition and implementation—despite growing interest in the club’s brand.
The slow pace of expansion, according to the same source, is attributed to the meticulous nature of Real Madrid’s management when reviewing agreement details to protect the club’s name and image. Each contract clause undergoes thorough scrutiny, which prolongs negotiations and discourages some potential investors due to bureaucratic delays.
Real Madrid is partnering in this venture with Iniciativa Santa Cruz, a company owned by Spanish businessman Félix Sancho. This company is responsible for negotiating with local partners and managing the franchise system in line with each country’s legal and tax requirements.
According to the project outline, the restaurants will be categorized into upscale flagship branches located in city centers—equipped with screens to watch club matches—and mid-sized outlets in less busy areas, making the business model adaptable to various economic and social environments.
El Confidencial notes that every restaurant under the Real Madrid brand will offer a menu blending elements of Madrid’s culinary culture. These include dishes like “patatas bravas” with “Spicy 93” sauce—commemorating Sergio Ramos’ goal in the 2014 Champions League final—alongside other items such as the “Viking” chicken burger, vegetarian plates, milkshakes, and desserts.
According to a strategic plan prepared by PwC, the project could generate up to €762 million in revenue by 2029 if all planned locations are opened. Net earnings before interest and taxes are projected to reach €116 million in the same year.
Following the openings in Morocco, new branches are also expected to launch in Argentina and Panama in early 2026. Meanwhile, Real Madrid is continuing talks with potential investors in South Korea, Japan, Indonesia, and the United States, aiming to solidify its position as a global sports and commercial brand.
