Barcelona Brunch Empire Faces Neighborhood Backlash 2026

The Barcelona brunch empire led by Swiss entrepreneur Blaise Thorens is facing a neighborhood backlash, with residents resorting to voodoo dolls and other measures to protest the proliferation of brunch spots. Thorens, owner of Billy Brunch, has found voodoo dolls, candles, and coins at his establishments, and has seen shutters painted and cars vandalized.

This silent war against brunch culture in Barcelona highlights growing tensions between business expansion and local community interests.

The Rise of a Brunch Empire

Thorens, a 39-year-old Swiss native, arrived in Barcelona a decade ago and opened his first Billy Brunch in 2018 on Carrer de Bailén. At the time, the concept of avocado toast for six euros was novel in Spain. Before that, he managed conferences and banquets for W Barcelona and worked in various restaurants.

Since then, his menu of detox or retox infusions, pancakes, and munchies has expanded alongside his portfolio of locations. Today, he operates 10 locations: six in Barcelona, two in Madrid, and two in Seville, employing nearly 200 people. His stated goal is to reach 50 locations and 1,000 employees.

On Carrer de Bailén alone, between Mallorca and Valencia, he controls three consecutive corners at numbers 113, 115, and 129. His latest venture, a brunch spot with a ball pit and slide, has become a viral phenomenon in weeks.

Neighborhood Backlash in Dreta de l'Eixample

The Dreta de l'Eixample, where Billy Brunch is concentrated, has become the epicenter of resident discontent. Locals have taken measures into their own hands, leaving voodoo dolls at the doors of his establishments, according to Thorens himself in recent interviews.

He has also encountered candles, coins, painted shutters, and vandalized cars. These actions reflect a deeper frustration with the transformation of the neighborhood by brunch tourism and the perceived homogenization of local commerce.

Why Residents Are Protesting

The conflict arises from several factors. The rapid expansion of brunch chains like Billy Brunch has led to increased foot traffic, noise, and waste in residential areas. Residents argue that these businesses cater to tourists and expatriates rather than locals, driving up prices and altering the neighborhood's character.

Additionally, the concentration of multiple locations by a single owner on the same street may create a sense of monopoly, reducing diversity in local offerings. The viral marketing of concepts like a ball pit brunch further fuels concerns about the area becoming a theme park for Instagrammable experiences.

The Business Perspective

Thorens defends his business as a success story that creates jobs and attracts visitors. He emphasizes the employment of nearly 200 people and plans for further growth. However, he acknowledges the vandalism and the need to check for witchcraft items each morning. Context on how this played out before sits in Barcelona Brunch Empire Faces Neighborhood Backlash.

The tension highlights the challenges of scaling a hospitality business in a city where tourism and local life often clash. While brunch culture has boomed in Barcelona, it also symbolizes the broader debate over sustainable tourism and neighborhood preservation. The background to this story is set out in Shakira Madrid Concerts 2025: Economic Boost vs Neighborhood Backlash. A related thread runs through Trending: latest articles.

What's Next for Barcelona's Brunch Scene?

The conflict may prompt discussions between business owners, residents, and local authorities. Possible outcomes include regulations on new openings, limits on tourist-oriented businesses, or initiatives to integrate businesses with community needs. Earlier coverage in Barcelona Street Football Sparks Tension Between Kids and Residents shows how the argument developed. A closer look at the same subject appears in Rafael Nadal at 40: Family Glass Business and Post-Tennis Ventures.

For Thorens, the goal of 50 locations may face hurdles if resistance grows. The voodoo dolls are a symptom of a larger issue: how to balance economic growth with the quality of life of residents. Anyone following the wider picture can start with New Month Massage: 50 Client Messages That Build Real Trust (Guide). The same theme surfaces in Cecotec to Build 6,000 Prefab Homes a Year by 2030, which takes a different angle.

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