Until now they might have liked the outlook more or less, but it was certainly clear. Traditional hoteliers basically competed with other members of the trade, restaurant chains, fast food and (maybe) some other food truck. Now that list adds a new rival that has made the bars on their guard: the ‘merchants’a hybrid that allows the customer to choose freshly cooked dishes in their supermarket, pay for them at the cashier and then eat them without even leaving the store.
The model is so similar to what they themselves do in their premises that the hoteliers of Barcelona have decided take action. As? Denouncing dozens of ‘merchants’ in the city for intrusion and breaking the regulations.
What has happened? What could be expected: that hoteliers have gone from threats to action. After several months questioning the legal reserve of the ‘mercaurantes’ (or at least sowing doubts), restaurateurs have decided to take action on the matter. Their objective: to stop the growing competition from what they consider “low cost restaurants”.
Yesterday the Restoration Guild (the association that represents the restaurants, bars and cafes of Barcelona) advertisement the presentation of an administrative complaint against 30 Mercadona stores that, in your opinioncommit two irregularities: a “regulatory breach” and an “intrusion” that harms traditional bars. Gremi has also warned that this will only be his first step. In the coming weeks it will extend the complaint to other supermarket chains alleging exactly the same reason.
Is it a novelty? Yes. And no. In December the state association of hoteliers (Hostelería de España) I already recognized that the competition of the ‘mercaurants’ was beginning to be “a controversial issue” and just a month ago its president, José Luis Álvarez Almeida, went further by accusing them of “unfair competition.”
The novelty is that the Gremi de Restauració has taken the next step: presenting a formal complaint in which 30 establishments in Barcelona are identified and details the points of the ordinance that, in the association’s opinion, violate Juan Roig’s chain.
What exactly are they denouncing? The technicians of the Gremi de Restauraciò remember that Barcelona regulations expressly prohibit “the area between the cash registers and the exit doors” of supermarkets “from being used for any commercial or service activity”, a guideline that they believe is not complied with in the 30 stores reported.
“They are catering spaces, conceived and conditioned as such. And proof of this is that they have the necessary assortment: napkins, glasses, cutlery, buckets to separate waste and even microwaves. Some have up to 30 seats,” underlines the association, which recalls that licenses “are subject to rules and limits. The rules must be met and the limits respected.”
Has Mercadona spoken? Yes. In statements to The Worldthe Valencian chain has defended that its activity does not go against Catalan regulations: “From the checkout line we are not charging for any service. The commercial activity is located before reaching the payment area.”
From his point of view, what he has basically done is adapt “to the rhythm set” by his customers and add extra space in part of his stores: “It is not a restaurant area, but rather a rest area, with different uses: from those who heat a plate and eat it to those who sit down to read the newspaper.” In them, arguesThere is not the same furniture as in restaurants or waiters.
Why that crash? Because the ‘mercaurantes’ are becoming a rival increasingly important for hoteliers, who until now were basically forced to compete with other union colleagues, restaurant chains or (perhaps) some other local self service either food trucks.
Business lines such as Mercadona’s ‘Ready to Eat’ add a new competitor to that equation. One that also completely hits the model of the daily menu, immersed for years in a deep crisis of profitability.
In a Mercadona with this service (and there are more and more of them) a worker can choose their own freshly cooked food, pay less for it than in a bar and eat it later at home, a park or the store itself. Are the dishes at the supermarket of worse quality than those at the corner bar? What the figures suggest is that customers prioritize other issuessuch as the money and time they will save or the flexibility when choosing what, where and when they eat.
Is it just theory? No. Although the business model is relatively young (Mercadona’s ‘Ready to Eat’ was launched in 2018) we already have some data that reveals the competition exercised by the ‘mercaurants’ over the hospitality industry.
Recent reports from Worldpanel by Numerator show that the sale of prepared meals in supermarkets has skyrocketed 55% from 2022 and that the number of customers who choose to eat in stores does not stop growing: in the last year they opted for that option 1.3 millionalmost double that of the previous year.
We also know that there are chains of retail obtaining huge profits through this new activity. In 2025 Mercadona billed 700 million of euros through its ‘Ready to Eat’ section, a figure that rises to 3,000 million if we also include the offer of pre-cooked products (refrigerated, trays…) and the joint business volume in Spain and Portugal.
Is this something new for the hospitality industry? No. The Gremi de Restauraciò has already shown on other occasions that it is willing to fight.
Since 2019 the entity has in the spotlight to tasting bakeries, businesses that in their opinion violate municipal regulations, exceeding the maximum surface area that they can dedicate to tasting or marketing other products, including alcohol. The group has decided to file a new complaint against 50 bakeries in which you believe this situation occurs.
Images | Mercadona, Wikipedia and Simon Karemann (Unsplash)
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