Bellicans is a bar. The exterior is teal with purple trim. The awnings are maroon. There is an orange sign with the word "BELLICAN'S" and the word "BEER" in teal. It has windows on the side.
Before BoJack leaves the bar, he turns and berates her and her friends for ruining his night. He reminds them, that their actions have consequences, and that being ignorant about "being a horrible person does not make them less of a horrible person." However, he ends up sleeping with Pam, after calling her attractive during his rant.
In Yesterdayland, BoJack pulls into Bellicans to find it is being advertised as "BoJack drinks here!!" and "Featured in One Trick Pony." He is swarmed by paparazzi and leaves to go to a roller skating rink because he doesn’t want anyone to know his name.
They contact Kelsey Jannings. BoJack tells her he's surprised she would want to see him again, and she replies she never wants to see anyone again. She asks BoJack to be in her movie, Jelle Belle, to secure funding. Kelsey tells him, that her movie is real and that he won't get to be the hero, but he'll do something meaningful; unlike the Pegasus film. He agrees to do the movie.
BoJack is thinking about it and then blurts out that he'll get the milk. BoJack instead spends the day at a bar, his thoughts continue to berate him, and spiral out of control. He shows up at his house, ashamed of how he spent his day. Hollyhock answers the door, questions where he's been all day, and questions if he got the milk. BoJack only replies with "Uhhhh..."
BoJack throws Beatrice's doll out the window after he sees her treatment of the doll and it annoys and angers him, due to her being a better parent to a doll than she was to him. This helps him release his long-held resentment towards his mother's lifelong abuse towards him. Hollyhock, however, is ashamed of him and he feels regret. He later starts driving downtown, telling himself he has to get the doll back. He then winds up at the bar again.
BoJack and Mr. Peanutbutter go to the bar to celebrate getting the doll back from Felicity Huffman. Mr. Peanutbutter asks about Hollyhock, and BoJack says that he's scared he's going to screw everything up and make her hate him, like what he always does.
Mr. Peanutbutter suggests to not do what he does to make people hate him. BoJack says that when he looks at Hollyhock and her innocence. He thinks about all the shitty things he's ever done, and he thinks he doesn't deserve that kind of love. Mr. Peanutbutter tells him that he doesn't know much about being governor, but what he does know is that everyone deserves to be loved.
In A Little Uneven, Is All a flashback shows Mr. Peanutbutter and Pickles telling a man named Carl, that since Mr. Peanutbutter cheated on Pickles with his ex-wife, Pickles has to have sex with Carl to level the playing field. Although Carl doesn’t completely understand what’s going on, he agrees to have sex with Pickles.
In The Kidney Stays in the Picture, BoJack finds Doctor Champ who is at the bar having a drink. BoJack runs over to him and asks what Doctor Champ is doing. Doctor Champ says he is unsure about the whole mood of never having a drop of alcohol again. He then asks whatever happened to moderation. BoJack then asks Doctor Champ, if that's the case, why did he pay for the guiding philosophy of rehab for the last six months.
Doctor Champ responds that BoJack should do what works for him. Doctor Champ asks for the check and the bartender hands him the check. Doctor Champ then says it's a figure of speech and he doesn't actually want the check. Doctor Champ then asks for another margarita, while BoJack stares at him.
BoJack orders a club soda, and Doctor Champ calls him a nerd. BoJack then asks Doctor Champ what his plan is. Doctor Champ says he will drink enough to be steady. He then says BoJack can take him back to Pastiches and keep him out of trouble and that way BoJack won't have to go home. Doctor Champ continues on to say he can be a good therapy horse, all his clients will get sober, and he is a winner, and his picture will be on magazines.
BoJack tells Doctor Champ he can't let him go back to Pastiches drunk. Doctor Champ then retorts that BoJack doesn't care about him. He gestures towards BoJack and tells him he is actually scared of himself. Doctor Champ starts walking away saying he can't help anyone else unless he is honest with himself. He then asks BoJack if he knows what he means and BoJack says he never knows what Doctor Champ means.
BoJack then says maybe he wouldn't have been so scared if Doctor Champ had actually given him real therapy over the last six months, instead of folksy aphorisms. Doctor Champ defensively says he's not a therapist but a therapy horse, a subtle but legally important distinction. He then goes on to say he knows BoJack would not accept real therapy from him anyway.
BoJack then asks why he thinks that is. Doctor Champ says it's because he's a horse, and therefore he reminds him of his father, and therefore he simultaneously resents him and craves approval from him. Doctor Champ starts talking about what would happen if he did get said approval. BoJack interjects saying that he would dismiss it immediately and then use it as an excuse to resent Doctor Champ even more. He then asks Doctor Champ what his point is.
Doctor Champ tells BoJack his point is that he is stunted from being able to have healthy relationships with other horses. BoJack counters if that were true he would have no other horses in his life. Doctor Champ then points out BoJack's loved ones and friends are mostly dogs, humans, or cats. BoJack then asks what about the one horse he does care about, his half-sister Hollyhock, who is also a reminder of his father. Doctor Champ counters this by saying Hollyhock reminds him of the one horse he hates the most, himself.
BoJack finally says Doctor Champ got him figured out, his parents gave him an internalized self-hatred of horses, and his horse body is a prison he can never escape from. BoJack then says this manifests in rotten behavior because he subconsciously believes he deserves to be punished, but being famous he is never punished, and therefore he acts out more. BoJack then says that since this pattern is so woven into his identity, it is unfathomable it can ever be curbed, so instead, he drinks.
BoJack continues on to say the only way he can progress is to return to life as a sober man and finally hold himself accountable for his actions, past, and future. BoJack asks if this is what therapy is. Doctor Champ who has fallen asleep at the booth, asks why people keep bringing him checks. BoJack then looks at Doctor Champ, who has his head on the table and says his name in alarm.
In Xerox of a Xerox, Paige and Biscuits are talking to Doctor Champ at the bar. Doctor Champ bitterly says seeing BoJack in that interview like he's a victim disgusts him but if the world only knew what he knew it would be a different story. Paige then asks Doctor Champ if being a therapist he is not at liberty to discuss what his client told him in confidence. Doctor Champ clarifies that he's a therapy horse, not a therapist and therefore there is an important legal distinction and he can tell the reporters everything. This is the last series appearance of Bellicans.