Long lines at B.Laban in Casablanca's Maarif neighborhood have led to resellers buying and selling the franchise's products on the pavement or at neighboring doorsteps for inflated prices. Both the franchise and local residents have condemned the practice. The Egyptian dessert franchise B.Laban continues to create quite a buzz in Casablanca. Since its opening in February in the bustling Maarif neighborhood, B.Laban has never had a quiet day, with long queues of customers lining up for hours to sample its creamy dairy concoctions. However, this popularity has given rise to a new issue: resellers. Many of those standing in line are resellers who, not far from the shop, seek out dessert enthusiasts eager to try the Egyptian franchise's products without waiting in long lines. Yabiladi has observed these resellers over the past few weeks, often hiding on the doorsteps of nearby apartment buildings or, more recently, standing on the street, waving at passing cars to sell B.Laban products. The prices? Naturally, they are higher than those at the franchise, justified by the long queues the resellers endure to acquire what has become a coveted commodity in Maarif. «After a temporary closure, we thought things would settle down and be better organized, but it's even worse», said a resident of Maarif, who lives close to the B.Laban shop and noted that the ongoing crowds have continued to disrupt the neighborhood. «The only people still queuing today are delivery men and resellers, who resell the products for much higher prices», the source told Yabiladi. «They even hold auctions in the back alleys, out of sight, and sell however they can, and people buy them. It's a real shame», the source added. B.Laban denounces resellers The Egyptian franchise, popular across the Middle East, has itself condemned the practice. In an Instagram post, B.Laban issued a disclaimer: «We are not responsible for the products resold by individuals». The franchise also raised concerns about the safety of these practices, stating that some resellers «buy products in the morning, leave them in the sun all day, and then sell them at night». It is worth mentioning that B.Laban's grand opening in Morocco sparked criticism from local residents and businesses in Maarif due to the congestion it caused. The queues obstructed traffic, creating a significant public nuisance, leading to a series of closures prompted by local authorities, who «threatened permanent closure if order was not restored», the owner said in a video back in February. The shop indeed closed for two weeks before reopening shortly before Ramadan. B.Laban's Moroccan debut followed an extensive social media campaign that paved the way for its opening. According to its LinkedIn profile, the franchise boasts over 120 branches in nine countries, including Saudi Arabia, the UAE, Oman, Jordan, Qatar, and Kuwait. A second franchise in the Bourgogne neighborhood is set to open soon.
