## The Emergence of ‘Mercaurantes’ in Barcelona
Until recently, traditional hoteliers in Barcelona faced competition from conventional rivals like restaurant chains, fast food outlets, and food trucks. However, a new contender has emerged—‘mercaurantes,’ a concept developed by the supermarket chain Mercadona. This hybrid model allows customers to select freshly cooked dishes within the supermarket, pay at the cashier, and consume their meals inside the store. This has caused considerable concern among local bars and restaurants.
### Hoteliers Take Action
Initially, hoteliers in Barcelona expressed their discontent through discussions, but they quickly shifted to tangible actions. The Gremi de Restauració, which represents local restaurants, bars, and cafes, recently announced the filing of formal complaints against 30 Mercadona locations for alleged regulatory violations and ‘intrusion’ into their market. This marks a significant escalation in the confrontation between traditional hospitality venues and supermarket offerings.
### Regulatory Concerns
The complaints center around Barcelona regulations that explicitly forbid using areas within supermarkets—specifically, the space between cash registers and exit doors—for commercial or service activities. The Gremi de Restauració argues that many of these supermarket spaces are, in fact, catering areas outfitted with essentials like cutlery and seating—features that further blur the lines between a supermarket and a restaurant.
### Mercadona’s Standpoint
Mercadona has responded to the accusations by asserting that their activities are compliant with Catalan regulations. They claim not to charge for services post-checkout, reinforcing that their food spaces are intended for customers to relax, not operate as traditional eateries. According to the supermarket chain, these areas serve multiple purposes—from customers heating up their meals to enjoying a moment with a newspaper.
### The Competitive Clash
The rise of ‘mercaurantes’ reflects shifting consumer habits, exacerbated by the hospitality industry’s ongoing struggles with profitability. Supermarkets like Mercadona now offer freshly cooked meals at prices often lower than those charged by traditional restaurants. This presents a dilemma—what are diners prioritizing: the quality of food or convenience and cost-efficiency?
### Market Impact
Recent research shows a significant increase in prepared meal sales within supermarkets, growing by 55% since 2022. Moreover, the number of consumers choosing to eat inside stores has nearly doubled, indicating a remarkable shift in dining preferences. In fact, Mercadona reported an impressive turnover of 700 million euros from their ‘Ready to Eat’ section alone in 2025.
### Ongoing Conflicts in the Hospitality Sector
The Gremi de Restauració is repeatedly vocal about perceived threats to their industry. Not only have they taken action against Mercadona, but they have previously engaged with other businesses, including bakeries that, in their view, violate municipal licensing regulations.
### Conclusion
As the battle between ‘mercaurantes’ and traditional establishments continues, what remains to be seen is whether traditional hoteliers can adapt and compete effectively in this changing landscape. The evolving dynamic raises crucial questions about the future of dining experiences and the role of regulation in sustainingtraditional hospitality.