The medina is small but quite nice near Rue des Consuls. Near the top you get your usual leather and ceramic wears but in the south you can buy your meat, fish, shiny bridal thrones and knock off DVDs.
You should definitely check out the blue winding streets within the Oudaya Kasbah. Not only is it a very pretty part of town (and is similar in colour and layout to Chefchaouen) but it's got an interesting pirate history - the Sallee Rovers are from this area. The mosque there was also commisioned by an English pirate. The cafe off the the side of the Andalusian garden is open till 8pm and offers a good view of the Bouregreg river. Walk along the Peniche of the Bouregreg river for an icecream.
The chellah is interesting if you like roman history and Tour Hassan and the mausoleum are always worth a visit.
Food-wise, the Ziryab is great for gastromnomic Moroccan food but is pricey.