Els “mercaurants” guanyen terreny: el supermercat es converteix en nou rival de bars i restaurants

Bep Al·lès/Ciutadella - The line between supermarkets and restaurants is becoming increasingly blurred. The phenomenon of so-called “mercaurants” — spaces inside large supermarkets where ready-made meals are sold for immediate consumption — has already become established in many Spanish cities and is now beginning to gain visibility in Menorca as well. The model, driven mainly by major national retail chains, is transforming eating habits and reshaping the traditional restaurant landscape.

The concept is simple: customers enter the supermarket, buy a prepared meal, heat it on-site if necessary, and eat it in specially equipped areas with tables, chairs, and microwaves. A formula that combines speed, affordability, and convenience. But behind this apparent simplicity lies a quiet revolution that is increasingly worrying the hospitality sector.

For years, supermarkets have offered takeaway prepared food. Now, however, the shift is different: many large retail stores are turning part of their premises into immediate-consumption spaces. This evolution reflects a clear change in consumer habits, especially among people with little time to cook or those seeking cheaper alternatives to conventional restaurants.

The trend has grown strongly since the pandemic. Consumers increasingly value convenience, speed, and the possibility of eating without making reservations or waiting for table service. Supermarkets have identified this opportunity and significantly expanded their ready-meal sections, offering everything from salads, pasta, and sushi to paellas, roast chicken, and full meal menus.

In Spain, millions of people now regularly buy prepared food from supermarkets. Consumption of these products has soared in recent years, and some industry consultants point out that supermarkets are moving directly into the same territory traditionally occupied by restaurants.

In Menorca, this reality is already clearly visible. In several supermarkets belonging to large chains established on the island — especially near shopping areas and industrial estates — prepared food sections have become busy lunchtime hotspots. A few years ago, this service was mainly aimed at workers looking for a quick and inexpensive option during the workday. Today, the customer profile is much broader.

During the tourist season, it is common to see groups of young domestic tourists choosing this option instead of going to traditional restaurants. The main reason is economic. With prices considerably lower than those of a standard restaurant menu, “mercaurants” offer an attractive alternative for visitors trying to manage their budgets without giving up hot and varied meals.

A cultural shift also plays a role. Younger generations have a different relationship with food consumption. They value flexibility, eat at less rigid times, and often prioritize speed and price over the traditional dining experience. Supermarkets, with increasingly modern and visually appealing food offerings, have adapted quickly to this new type of consumer.

Many of these prepared-food areas already resemble small food courts. They include refrigerated drink sections, coffee machines, microwaves, and seating areas. Some stores have even introduced warmer and more modern décor to make shopping a more pleasant experience. The supermarket is no longer just a place to shop — it is also becoming a place to eat.

This growth worries the hospitality industry. Restaurant associations argue that this represents unfair competition, since supermarkets are not subject to the same administrative, tax, and licensing requirements as bars and restaurants.

Restaurant owners are particularly concerned about the impact this model could have on the traditional “menu of the day,” especially in business districts and urban areas. A low-cost meal in a supermarket can cost almost half the price of one in a conventional restaurant. This price difference is difficult for many establishments to compete with, especially in a context of rising labor, energy, and raw material costs.

In Menorca, where the restaurant sector is a key part of the tourism economy, the debate is also beginning to emerge, albeit cautiously. Some professionals in the sector are concerned to see part of consumer spending shifting toward these faster and cheaper alternatives, particularly among young people and seasonal workers.

However, others believe that “mercaurants” will not completely replace bars and restaurants, but instead occupy a different niche within the food market. Consumers do not always seek the same thing: there are moments for a gastronomic experience and others for a quick and practical solution.

The phenomenon also reflects a deeper social change. Long working hours, the rise of single-person households, and lack of time have gradually reduced the amount of time people dedicate to cooking. Home cooking still exists, but it increasingly coexists with ready-made and immediate-consumption options.

Supermarkets have understood this perfectly and are now competing not only to fill shopping carts, but also to capture “consumption moments” — breakfasts, lunches, or dinners that previously went directly to bars, cafés, or restaurants.

In Menorca, this transformation is still moderate compared to large cities, but the trend is visible and will likely continue growing. The combination of tourism, seasonal workers, fast-paced lifestyles, and the need for affordable options creates the ideal environment for this model to continue expanding.

The question many people are asking is how far this evolution will go. The supermarket of the future could increasingly resemble a self-service restaurant. Meanwhile, bars and restaurants will need to reinvent themselves to offer what “mercaurants” can hardly replace: experience, personal service, and gastronomic identity.