Spanish restaurateur Rosa María Peñuelas is facing a massive online boycott at her business in Pelayos de la Presa after Madrid President Isabel Díaz Ayuso recorded a promotional video there following a devastating regional wildfire.
The establishment, Restaurante Mirador de Pelayos, reopened earlier this month after flames threatened the premises and burnt through surrounding pine forests in western Madrid. Peñuelas said the subsequent media attention and political controversy have eclipsed the physical damage caused by the fire.
Pelayos de la Presa is a rural municipality located in the Sierra Oeste region of Madrid, situated near the San Juan Reservoir. The local economy relies heavily on summer tourism and outdoor visitors drawn to the surrounding countryside.
Eight families rely directly on the venue for their livelihood, including five members of the owning family and three hired staff. The business has operated for eight years, previously surviving commercial disruptions from the COVID-19 pandemic and severe flooding caused by a high-altitude DANA storm system.
Wildfire evacuation and damage
Wildfires swept through the Sierra Oeste de Madrid nearly a month ago, forcing emergency services to order an immediate evacuation of the area around the restaurant. Peñuelas told Spanish newspaper LA RAZÓN that it was horrific to leave the business behind and flee alongside her entire staff as flames and heavy smoke approached.
Emergency teams worked day and night for more than a week to bring the fire under control. During six days of absolute uncertainty, the owners did not know whether the building would still be standing upon their return. Reopening eight to nine days later, they discovered that an outdoor warehouse and parts of their furniture had been destroyed, while a burnt car remained parked at the entrance as a reminder of how close the flames came.
Although the main structure survived, the destruction of the surrounding pine forest froze tourist activity during the peak August holiday season. Because the venue sits on the outskirts of Pelayos de la Presa rather than in the town center, it depends almost entirely on weekend visitors attracted by the reservoir and natural environment.
Institutional visit and promotional video
Facing a bleak economic outlook, Peñuelas requested direct assistance from Isabel Díaz Ayuso during an official institutional visit to the fire-affected municipality. Ayuso serves as the President of the Community of Madrid and is a prominent leader within Spain's conservative Popular Party.
Peñuelas asked the regional government to help promote local commerce and encourage members of the public to return to the area. In response, Ayuso recorded a promotional video in front of the restaurant sign advocating support for local trade in the damaged district.
Peñuelas noted that while she knew photos were being taken for a video, she had not anticipated that the regional president would personally record the clip or present it in that manner. Within 36 hours of the video circulating on social media, the restaurant became the target of a coordinated digital campaign that shifted public discussion from wildfire relief to ideological confrontation.
False accusations and online reviews
Social media users began spreading claims that the venue was a stronghold of fascist and Francoist symbolism, accusing the owners of active links to those political ideologies and criticizing Ayuso for endorsing the establishment. Francisco Franco ruled Spain as a dictator from 1939 until his death in 1975, and symbols associated with his regime remain highly sensitive in contemporary Spanish politics.
Peñuelas strongly denied all allegations of political alignment or Francoist sympathy. She explained that when her family took over management eight years ago, the previous owner had displayed historical items, including a painting and several period insignias. As soon as finances allowed a remodeling several months later, the new management removed every one of those elements.
Despite the removal of those items years earlier, the online campaign caused the restaurant's rating to drop from 4.4 stars to 3.5 stars. The decline followed an influx of more than 1,000 single-star reviews posted by accounts that had never visited the venue.
Peñuelas said thousands of people had launched personal attacks against her, her children, and her family, adding that the business had also received digital threats.
Local community response and emergency support
Despite the online hostility, physical customer numbers at the venue have remained steady compared to normal trading periods, with Peñuelas stating that foot traffic has been neither higher nor lower than usual. She noted that local residents who know her work ethic have offered strong support and expressed shock at the internet backlash.
She stated that she works more than 20 hours a day, arriving early in the morning and working until late at night. She expressed gratitude to Ayuso for attempting to assist her family during a difficult period.
Peñuelas also clarified that the restaurant displays commemorative plaques honoring Spain's police, Civil Guard, and firefighters. She defended displaying the items, stating that emergency responders protect the region during catastrophes and noting that local police and Civil Guard officers have visited the venue for many years.
She concluded that her business had been used as a political battlefield, particularly after appearing on a program broadcast by Spanish public television network TVE. Meanwhile, the surrounding area remains under threat, as renewed wildfire activity threatened the Sierra Oeste region again just one day prior.
