Americans protesting fatal police encounters with black men took to a new location yesterday to shine light on the issue: New York City brunch spots.

Using the hashtags #BlackBrunchNYC and #BlackLivesMatter, protesters targeted midtown restaurants, which they called “white spaces.”

Reaction to the unconventional demonstration locations was divided.

Some Twitter users rallied around the cause, mobilizing others to participate in the peaceful protests.

RIGHT NOW #NoBusinessAsUsual #blacklivesmatter #BlackBrunchnyc #blackbrunch VIDEO

A video posted by Yari Osorio (@yari_noborders) on


  Which side are you on NYC? #blackbrunchnyc is demanding you stand up for Black lives. We outchea interrupting your Sunday brunch.   A video posted by Sharmin Hossain (@sharminultra) on

Others mocked the idea that interrupting a Sunday brunch would make a significant difference.

The demonstrations promoted the idea that brunching is a “white” activity and followed the narrative of “white privilege” — the idea that whites, especially white men, continue to have an advantage over other races and ethnicities.

Inside targeted restaurants, about 30 protesters sang and read the names of blacks killed by police, including Michael Brown, 18, in Ferguson, Mo., and Eric Garner, 43, in New York.

@blackbrunchnyc first stop Maialino. ??? #blackbrunchNYC #BLACKLIVESMATTER #blackandbreathing A video posted by Dyani Douze (@dyanidouze) on

Some Twitter users were quick to point out that many of the Sunday brunchers probably were liberals who support the #BlackLivesMatter cause.

Others mocked the idea behind #BlackBrunchNYC, using sarcasm to poke fun at the demonstrators.

On a serious note, some social media users were upset over the timing of the protests coinciding with the funeral of Wenjian Lui, one of two NYPD officers shot dead in an ambush Dec. 20.

Others were upset with another demonstration across the country, where protesters disrupted an award ceremony for a 100-year-old World War II veteran in Portland, Ore., by shouting — in a reference to Garner’s death — “I can’t breathe, I can’t breathe.”