The Heck reaction has been successfully extended to the bromochromones with an adjacent protected phenolic hydroxy group which offers a new methodology to various naturally occurring derivatives including tricyclic O-heterocycles. Phosphine-free coupling conditions are found to be effective. Surprisingly, the methoxymethyl protecting group is unstable in several cases but benzyl proved to be an ideal protecting group which could be selectively cleaved by boron trihalides in good yields.