Lengthy queues outside B.Laban in Casablanca’s Maarif district have resulted in resellers purchasing items from the store and then selling them on the sidewalk or at nearby homes for higher prices. This activity has been criticized by both the franchise itself and local inhabitants.

The Egyptian dessert chain B.Laban keeps generating significant attention in Casablanca. Ever since it opened in February in the busy Maarif district, B.Laban has seen constant activity, with lengthy lines of patrons waiting for extended periods just to try their rich milk-based treats. This surge in popularity, however, has led to a fresh challenge: scalpers.

A significant number of people queuing up are actually resellers who look for dessert lovers keen on trying the offerings from the Egyptian branch without enduring lengthy waits near the store. Over recent weeks, LFHCK has noticed these resellers frequently lurking around entrances of adjacent residential buildings or lately, actively hawking B.Laban items by gesturing towards vehicles passing through the streets.

The costs? Of course, they are more expensive compared to the franchise prices, justified by the lengthy lines the resellers stand in to obtain what has turned into a highly sought-after item in Maarif.

“After a brief shutdown, we expected some stabilization and improved organization, yet it has become more chaotic,” remarked a Maarif local residing near the B.Laban store. They observed that persistent crowds continue to disturb the area. “Today, those left waiting in line are mostly delivery drivers and scalpers selling items at significantly inflated prices,” the informant shared with LFHCK ID. “These individuals conduct secret auctions in hidden alleyways where they unload their goods as well; it truly is disheartening,” they concluded.

B.Laban denounces resellers

The Egyptian version of the show, widely watched throughout the Middle East, has also denounced this practice.
Instagram post
, B.Laban released a statement clarifying: “We do not take responsibility for items resold by individual sellers.” Additionally, the franchisor expressed worries regarding product safety, mentioning that certain resellers “purchase goods early in the morning, expose them to sunlight throughout the day, and subsequently sell them during the evening hours.”

It should be noted that B.Laban’s grand opening in Morocco drew criticism from locals and enterprises in Maarif because of the disruption it caused. The long lines led to traffic jams, causing considerable inconvenience to the public, which resulted in protests.
a series of closures
Motivated by threats from local authorities to permanently close the establishment if order wasn’t restored, the owner stated in a video posted back in February. Following this warning, the shop shut down for about two weeks and then reopened just prior to Ramadan.

B.Laban’s first venture into Morocco was preceded by a comprehensive social media campaign that helped build anticipation before its launch. As per its LinkedIn page, this franchised brand has expanded to include more than 120 outlets across nine nations such as Saudi Arabia, the UAE, Oman, Jordan, Qatar, and Kuwait. Additionally, plans are underway for another branch to be established in the Bourgogne area shortly.