Hubbry Logo
Pink TacoPink TacoMain
Open search
Pink Taco
Community hub
Pink Taco
logo
7 pages, 0 posts
0 subscribers
Be the first to start a discussion here.
Be the first to start a discussion here.
Pink Taco
Pink Taco
Pink Taco
View on Wikipedia
from Wikipedia

Pink Taco is a restaurant chain in Los Angeles, California, with locations in West Hollywood on the Sunset Strip and in Century City, located on the premises of the Westfield Century City mall. It serves Mexican food.

Key Information

Locations

[edit]

The first Pink Taco restaurant was opened in 1999 at the Hard Rock Hotel and Casino in Paradise, Nevada.[1][2] A second location in Scottsdale, Arizona met with controversy and remained open for less than three years, between 2006 and 2009. A third location opened on June 28, 2007 in Century City, Los Angeles, California.[3] In 2018, a location opened up in Chicago's Near North Side neighborhood.[4]

Name controversy

[edit]

The name has caused controversy in Scottsdale, Arizona, where the restaurant attempted to open a second location. In response, the city government received four emails complaining about the name. This generated a complaint from Mayor Mary Manross who said she was offended, although she did not see the name in a sexual way until the complaints were raised. She asked the owner to change the name, but he refused.[5]

On May 15, 2006, the Scottsdale City Council, by a unanimous vote, recommended the restaurant for a liquor license from the Arizona Department of Liquor Licenses and Control. One resident raised an objection at the meeting, saying the name "demeans and degrades women." The state agency said it had not received any complaints.[6] The Scottsdale location closed on April 1, 2009.[7]

The restaurant quickly gained the attention of the media, and was soon contacted by representatives from The Daily Show with Jon Stewart and Mind of Mencia with requests for interviews, which were initially turned down.[6] President and CEO Harry Morton appeared on the June 27, 2006, episode of The Daily Show, which also featured a story on the controversy by reporter Ed Helms. During his interview, Morton explained that the name comes from a menu item, and that if the restaurant were truly "vagina-themed", there would be "vaginas all over the walls".[8]

In August 2006, Morton announced a $30 million bid for the naming rights to the Arizona Cardinals' new stadium in Glendale, Arizona.[9] The offer was rejected by the Cardinals, who dismissed the announcement as a joke and a publicity stunt. On September 28, 2006, Pink Taco launched a similar bid to rename the Louisiana Superdome in New Orleans to the "Pink Taco Dome." As the State of Louisiana owns the Superdome, any name change must be approved by the Louisiana State Legislature.[10][11]

See also

[edit]
  • Hooters, another restaurant that has met with controversy for its name

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Pink Taco

View on Grokipedia
from Grokipedia
Pink Taco is an American casual dining specializing in Mexican-inspired cuisine, particularly tacos, founded in 1999 by restaurateur Harry Morton at the Hard Rock Hotel & Casino in , . The concept emphasizes vibrant atmospheres with elements of and , often described as "tacos with attitude," and has expanded to multiple locations across the , including , , and . Under Morton's leadership until his death in 2019 from cardiac at age 38, the chain grew from its initial Vegas outpost, leveraging the founder's family ties to the hospitality industry—his father co-founded the . Pink Taco distinguishes itself with menu staples like fish tacos and margaritas in a party-oriented setting, attracting patrons seeking casual, upbeat dining experiences. However, the brand's provocative name, evoking for female genitalia, has generated ongoing controversies, including public backlash, signage disputes, and trademark conflicts with independent vendors. Despite expansions, such as the 2023 opening in , the chain has faced closures and operational challenges, including abrupt shutdowns in high-profile spots like West Hollywood's in 2024 due to lease issues, and abandoned plans in cities like Portland amid local skepticism. Past incidents, like a 2011 pledge to PETA against using animals in promotions following outcry over donkey appearances, highlight tensions between the brand's edgy marketing and ethical concerns. These elements underscore Pink Taco's reputation as a polarizing yet enduring player in the casual Mexican dining sector, prioritizing bold identity over conventional restraint.

History

Founding and Early Years

Pink Taco was founded in 1999 by Harry Morton, who opened the chain's first restaurant inside the Hard Rock Hotel & Casino in , . At age 18, Morton—son of , co-founder of the —developed the concept inspired by Mexican street food, featuring tacos, burritos, and margaritas served in a vibrant, casual setting. The Las Vegas outlet rapidly attracted locals, celebrities, and tourists, establishing the brand's reputation for energetic nightlife and approachable cuisine amid the Strip's entertainment scene. This early success stemmed from its location within the property, then owned by Morton's father, which provided high foot traffic and aligned with the venue's rock-and-roll theme. By 2006, buoyed by demand, the chain expanded with a second location in , which operated for three years before closing in 2009 as focus shifted toward markets. The Las Vegas site remained a flagship through the early , sustaining operations until its relocation in 2017, underscoring the brand's initial resilience despite periodic ownership transitions at the host hotel.

Expansion and Ownership Changes

Following the opening of its inaugural location in Las Vegas in 1999, Pink Taco expanded modestly in the early 2000s, adding outposts in Los Angeles, including Century City around 2008 and the Sunset Strip in May 2012. The chain operated as a small operator with approximately two active units by 2016, alongside a short-lived Scottsdale, Arizona, location that closed on April 1, 2009. In April 2016, Z Capital Partners, L.L.C., the and major shareholder in Real Mex Restaurants, acquired the Pink Taco brand, with the deal closing on June 30, 2016, under its affiliate Xperience Restaurant Group. This marked a significant ownership shift from founder Harry Morton, enabling leveraged infrastructure from Real Mex for national scaling, though Pink Taco retained operational autonomy for its rock 'n' roll-themed casual dining model. Post-acquisition, expansion accelerated, with new sites in and announced in April 2017 as gateway markets to test broader U.S. growth. Boston's location followed, opening on October 7, 2019. Further plans included Washington, D.C., and in 2021, targeting high-traffic urban areas. However, challenges emerged, including the closure of the unit in 2022 amid a rebranding effort by parent Z Capital to Solita Tacos & Margaritas, the site in 2016, and the in September 2024 after 12 years. No further ownership transitions have been reported as of 2025, with the brand continuing under Xperience Restaurant Group.

Concept and Branding

Name and Marketing Strategy

The name "Pink Taco" was coined by founder Harry Morton in 1999, drawing from the chain's Mexican street food inspiration with a cheeky referencing for female genitalia, while officially tied to signature menu items featuring vibrant elements like habanero-pickled onions. Morton later expressed some regret over the name's initial provocative appeal, noting in 2012 that it had become and that the brand sought to transcend reliance on it as a mere gimmick. Pink Taco's marketing strategy emphasizes a rock 'n' roll vibe, positioning the restaurants as lively venues for indulgent amid fun, uncomplicated experiences that attract celebrities and influencers. This includes bold, unapologetic branding with gothic fonts and pink motifs, PR campaigns for openings that draw crowds, and content series to amplify the edgy, fiesta atmosphere. Post-acquisition strategies in 2016 integrated operational expertise to support expansion while leveraging the name's notoriety for retail products and national growth. Under Joshua Becerra, appointed prior to 2025, efforts focus on contemporary trends in branding to refresh the guest experience without diluting the core irreverent identity.

Restaurant Atmosphere and Theme

Pink Taco establishments cultivate a casual, fun-loving atmosphere that emulates the vibrant energy of Mexican street markets, infused with a rock 'n' roll edge derived from its origins. The overall vibe emphasizes playfulness and excess, featuring lively music, , and colorful murals that create an energetic, Instagrammable setting conducive to group gatherings and celebrations. Decor elements blend rustic industrial aesthetics with motifs, including reclaimed wood accents, custom signs, and vibrant wall artwork depicting traditional themes to foster a festive, party-like environment. Specific features such as skull-shaped balls and party-vibe lighting enhance the immersive experience, positioning the venues as hotspots for locals, tourists, and figures. This thematic approach prioritizes a modern twist on culture, prioritizing sensory engagement through upbeat background tunes and visually striking installations over subdued dining. The rock 'n' roll infusion manifests in a branding that extends to the ambiance, encouraging a sense of indulgence amid handcrafted cocktails and shared plates, while maintaining an accessible yet upscale party energy distinct from kitschy competitors. Guests report the space as ideal for social occasions, with the combination of authentic-inspired decor and dynamic lighting contributing to a memorable, high-energy outing.

Core Offerings

Pink Taco's core offerings emphasize tacos as the centerpiece of its menu, drawing from street food traditions with fillings such as succulent grilled meats, , and , accompanied by fresh salsas, , and on corn or flour tortillas. These tacos are prepared with high-quality ingredients to deliver bold, authentic flavors adapted for contemporary palates. Appetizers form a foundational part of the menu, featuring shareable items like tableside , topped with cheese and proteins, and quesadillas, designed to complement the restaurant's social dining environment. Entrees expand to staples including sizzling fajitas with various proteins, enchiladas stuffed with cheese, , , or and smothered in sauces, as well as burritos and traditional accompaniments like and pinto beans. The cuisine integrates fresh, seasonal elements into these dishes, prioritizing causal elements of culinary preparation such as and for enhanced taste profiles, while avoiding unsubstantiated fusion trends not central to the chain's identity. Beverages, though secondary to , include handcrafted margaritas that pair with meals, reinforcing the taco-focused experience.

Signature Dishes and Innovations

The OG Pink Taco serves as the chain's namesake signature dish, featuring shredded tinga, jack cheese, , salsa, and pickled red onions encased in a crispy, bright . This item, priced at $4 per taco in locations, distinguishes itself through the visually striking pink shell, achieved via natural coloring to align with the brand's playful aesthetic while delivering a fusion of traditional chicken tinga flavors with added fresh toppings for textural contrast. Other prominent tacos include the with grilled steak, with marinated pork, with braised beef, and premium seafood options such as Baja fish, , and tacos, often served on corn tortillas with accompaniments like or slaw. These build on street foundations by incorporating upscale elements, such as coconut-battered or , to elevate accessibility in urban settings since the chain's founding in 1999. Innovations extend to vegetarian adaptations like the Cauliflower Taco, using roasted or seasoned cauliflower as a protein substitute, reflecting broader menu adaptations for diverse dietary preferences without compromising bold seasoning profiles. Beyond tacos, signature entrees feature sizzling fajitas with premium proteins like or , paired with , and enchiladas such as or Green Chile Chicken variants, which introduce luxury to classic preparations. The chain's approach innovates by prioritizing fresh, high-quality ingredients in an eclectic blend of traditional and modern , including creamy and spicy appetizers like chicken drumettes, to create a "keep-it-real" yet energetic dining experience distinct from standard taquerias. This emphasis on visual flair, premium twists, and consistent freshness has sustained menu appeal across locations.

Operations and Locations

Current Locations

Pink Taco currently operates two restaurant locations in the United States, both situated in major East Coast cities. The chain has consolidated its presence following closures in other markets, emphasizing urban entertainment districts with high foot traffic. The Boston location is at 374 Congress Street in the Seaport District, a vibrant area known for its waterfront views and proximity to convention centers. Opened to capitalize on the neighborhood's tourism and business activity, it features extended hours including late-night service on weekends. In , the restaurant is located at 7 Times Square in the Theater District, directly adjacent to Broadway attractions. This site targets theatergoers and visitors, offering a high-energy atmosphere with daily s from 3:00 PM to 6:00 PM and late-night options.
CityAddressNotes
Boston, MA374 Congress StreetSeaport District; Mon-Thu 11 AM-11 PM, Fri-Sat 11 AM-1 AM, Sun 10 AM-11 PM
New York, NY7 Times SquareTheater District; daily happy hour 3-6 PM

Historical and Closed Locations

The Pink Taco restaurant chain, founded in 1999, has seen multiple location closures over its history, often attributed to lease disputes, financial challenges, or shifts in market viability. Early expansion included a , outpost that operated briefly before shuttering on April 1, 2009, amid broader economic pressures in the sector. In , the chain's location at mall closed in January 2016, following a wave of tenant exits in the venue and rumors of impending shutdowns that ultimately materialized. The more prominent site at 8225 , which opened in May 2012 as the chain's second venue, permanently ceased operations on September 16, 2024, after 12 years; David Miller cited failure to negotiate favorable lease renewal terms with the landlord as the primary cause. Further closures include the River North location in at 200 W. Wells Street, which operated for four years before its final day on June 30, 2022, in the former Bull & Bear space, reflecting struggles in a competitive urban dining market. In 's Navy Yard neighborhood at 100 M Street SE, the site opened in 2022 but closed by February 2025, succumbing to operational difficulties in the area. These closures highlight recurring issues with costs and adaptability in high-profile but volatile entertainment districts.

Controversies

Name Disputes and Public Backlash

The name "Pink Taco," evoking for female genitalia, has provoked disputes with local authorities and public backlash since the chain's early expansion efforts. In May 2006, plans to open a location in , faced scrutiny from city officials, who delayed liquor licensing amid concerns over the suggestive moniker, with management expressing fears that the controversy could derail approval. Similar licensing hurdles arose elsewhere, contributing to the chain's reputation as a frequent target of regulatory pushback tied to its branding. Public opposition has manifested in protests, citizen complaints, and stalled openings. In 2018, proposed , and locations drew ire; residents emailed city officials decrying the name as derogatory , while Portland's planning process highlighted the venue's association with rowdy crowds and an off-putting title, ultimately leading to the Portland project's cancellation. The outlet proceeded to open in October 2019 despite the complaints, but the chain's founder, Harry Morton, later expressed regret over the name in 2012, acknowledging its gynecological undertones had overshadowed the intended playful marketing. Independent operators have encountered parallel issues, such as a 2012 named "The Pink Taco" facing legal challenges over claims from the original chain, amplifying broader sensitivities around the term's connotations. Owners have occasionally leveraged the notoriety for publicity, as in past media engagements framing protests as promotional opportunities, though this has not mitigated ongoing reputational risks.

Responses and Resolutions

In response to the 2006 controversy in , where Mary Manross publicly objected to the name as offensive and urged a change, Pink Taco founder Harry Morton defended it as a playful reference to a menu item featuring pink , emphasizing that the brand aimed for a fun, festive atmosphere without intent to demean. The company proceeded to secure its from the city council despite receiving over 100 complaint emails, resolving the matter by opening the location on schedule without altering the name. By 2012, Morton expressed personal regret over the name's evolution into overt , stating in an that its gynecological connotations had overshadowed the original intent and complicated operations, though no occurred at the time. Subsequent expansions, such as the 2018 Boston opening amid citizen complaints to city officials about the derogatory implications, saw representatives reiterate that the name derived from signature pink-hued dishes and that no formal objections had materially impacted prior sites. The chain resolved these by advancing with leases and permits, maintaining the branding across locations. Trademark disputes, including a 2012 cease-and-desist against a food truck using "The Pink Taco" (which owners claimed referenced rather than ), were handled through legal enforcement by the original brand, leading the truck to rebrand as "Taco Colorido" after negotiations. The core chain, protected by its federal registered since 2005, faced no compelled name changes from such challenges or public backlash, continuing operations under the original name following its 2016 acquisition by Z Capital Partners.

Reception and Legacy

Business Achievements

Pink Taco was established in 1999 by Harry Morton at the Hotel & Casino in , , quickly gaining traction for its casual Mexican fare and lively atmosphere that appealed to tourists, locals, and celebrities. The chain expanded to additional U.S. cities, including a prominent location on the in , which operated for 12 years before closing in 2024, demonstrating resilience in high-profile entertainment districts. Early growth included openings in , by the early 2000s, establishing a foothold beyond its initial casino venue. In April 2016, Pink Taco was acquired by Real Mex Restaurants, a subsidiary of Z Capital Partners, which operates over 100 Mexican dining outlets and positioned the brand for broader scalability through shared operational resources and franchising potential. This transaction underscored the brand's established value, with the acquiring entity citing it as a strategic addition to fuel national expansion. By September 2021, the company announced gateway openings in Washington, D.C., and New York City, targeting high-traffic urban markets to capitalize on its rock-inspired vibe and menu staples like tacos and tequila. The brand's cultural footprint includes frequent appearances in films, television, and music videos, enhancing its visibility and drawing consistent celebrity patronage, which has sustained operations across 25 years despite market challenges in the casual dining sector. Pink Taco has also engaged in , supporting causes like the Regional Food Bank and Susan G. Komen, aligning business efforts with community impact to bolster long-term goodwill.

Criticisms and Challenges

The provocative name "Pink Taco," recognized as for female genitalia, has elicited widespread for its and perceived offensiveness, complicating licensing and public reception in conservative locales. In , during its 2006 expansion attempt, local authorities delayed approval of a amid objections that the name was indecent, prompting debates over community standards and free expression. Similar backlash contributed to the chain's withdrawal from a planned , location in 2018, where public sentiment and regulatory hurdles deterred opening despite initial announcements. Operational challenges have compounded these issues, with multiple closures attributed to financial pressures and lease disputes rather than name-related fallout alone. The flagship location in shuttered in September 2024 after 12 years, as management cited inability to negotiate favorable lease terms amid rising costs in a competitive market. Earlier, a Scottsdale outlet closed within years of opening, linked to persistent local resistance and underperformance, as reported in regional analyses of the chain's viability. Customer and employee feedback highlights inconsistencies in , service, and value, often describing offerings as overpriced and mediocre despite the chain's upscale "clubstaurant" positioning. Reviews from platforms aggregating diner experiences note small portions, delayed service, and subpar execution, contrasting with the brand's emphasis on atmosphere over culinary excellence. Internal critiques from former staff point to unprofessional management and a declining operational environment, exacerbating turnover and performance issues across locations. These factors have hindered sustained growth, even after the acquisition by Z Capital Partners, which aimed to revitalize the concept but faced ongoing expansion barriers.

References

  1. https://www.pinktaco.com/about-us/
  2. https://www.usatoday.com/story/travel/news/2019/11/24/harry-morton-pink-taco-restaurateur-son-hard-rock-co-founder-dies-38/4291956002/
  3. https://www.nbclosangeles.com/news/local/pink-taco-founder-harry-morton-died-from-heart-disease-coroner-says/2318279/
  4. https://www.pinktaco.com/
  5. https://www.insidehook.com/food/pink-taco-times-square-review
  6. https://abc13.com/archive/8799304/
  7. https://www.yahoo.com/news/popular-mexican-restaurant-abruptly-closes-130009129.html
  8. https://www.peta.org/news/victory-pink-taco-tells-peta-pink-donkeys/
  9. https://www.grubstreet.com/2011/05/pink_taco_tickled_pink_by_its.html
  10. https://neon.reviewjournal.com/kats/pink-taco-founder-harry-morton-38-found-dead-in-beverly-hills-1899819/
  11. https://www.latimes.com/obituaries/story/2019-11-24/harry-morton-son-of-hard-rock-cafe-co-founder-dies-at-38
  12. https://www.nrn.com/casual-dining/pink-taco-founder-harry-morton-found-dead
  13. https://www.phoenixnewtimes.com/food-drink/pink-taco-shutters-its-scottsdale-location-6539650/
  14. https://www.reviewjournal.com/business/casinos-gaming/silver-sevens-to-rebrand-bring-back-popular-vegas-taco-restaurant-2936371/
  15. https://wehotimes.com/pink-taco-closes-on-the-sunset-strip-after-12-years/
  16. https://patch.com/california/hollywood/pink-taco-closes-after-12-years-west-hollywood-report
  17. https://www.nrn.com/restaurant-finance/real-mex-owner-acquires-pink-taco
  18. https://www.bizjournals.com/losangeles/news/2016/04/11/real-mex-owner-z-capital-to-buy-pink-taco-brand.html
  19. https://pitchbook.com/profiles/company/63509-41
  20. https://www.nrn.com/restaurant-operations/pink-taco-gets-a-second-wind-under-z-capital-partners
  21. https://www.prnewswire.com/news-releases/pink-taco-restaurant-expands-to-chicago-and-miami-300442582.html
  22. https://www.boston.com/food/restaurants/2019/10/08/pink-taco-seaport/
  23. https://www.prnewswire.com/news-releases/pink-taco-the-iconic-keep-it-real-mexican-restaurant-brand-announces-two-new-gateway-locations-in-washington-dc-and-new-york-city-301385501.html
  24. https://blockclubchicago.org/2022/08/01/pink-taco-closes-chicago-location-cuts-entire-staff-after-pledging-jobs-at-companys-new-restaurant/
  25. https://la.eater.com/2024/9/19/24248760/pink-taco-sunset-strip-los-angeles-closed
  26. https://sixdegreesla.com/pink-taco-socialmedia/
  27. https://www.grubstreet.com/2012/11/harry-morton-regrets-pink-taco-name.html
  28. https://www.adweek.com/performance-marketing/harry-morton-haute-living-los-angeles-viper-room-pink-taco/
  29. https://www.prnewswire.com/news-releases/pink-taco-the-iconic-keep-it-real-mexican-restaurant-brand-with-a-rocking-vibe-appoints-stephan-schneider-as-chief-operating-officer-301370196.html
  30. https://www.kingandpartners.com/work/pink-taco/
  31. https://www.prweek.com/article/1255259/tongue-in-cheek-opening-pink-taco-attracts-a-list
  32. https://www.elandydiaz.com/advertising/pinktaco
  33. https://restaurantbusinessonline.com/pink-taco-becomes-part-real-mexs-fold
  34. https://medium.com/authority-magazine/joshua-becerra-of-pink-taco-on-the-top-5-new-marketing-trends-leaders-need-to-know-723501a5ee72
  35. https://vmsd.com/pink-taco-debuts-in-new-york/
  36. https://www.prnewswire.com/news-releases/ready-to-rock-pink-taco-to-open-in-nyc-in-time-for-cinco-de-mayo-301805040.html
  37. https://www.opentable.com/r/pink-taco-nyc-new-york
  38. https://www.pinktaco.com/menus/new-york-city-menu/
  39. https://tacotuesday.com/taco-tuesday-in-new-york-city-big-apple-bigger-tacos-at-pink-taco/
  40. https://www.instagram.com/p/C1r5oZISXpE/?hl=en
  41. https://pink-taco.findmenuworld.com/
  42. https://www.restaurantnews.com/pink-taco-celebrates-25-years-of-tacos-margaritas-debauchery-050624/
  43. https://www.instagram.com/pinktaco/
  44. https://www.pinktaco.com/locations/boston/
  45. https://www.yelp.com/biz/pink-taco-boston-2
  46. https://www.pinktaco.com/locations/new-york-city/
  47. https://www.yelp.com/biz/pink-taco-new-york-2
  48. https://www.yelp.com/biz/pink-taco-scottsdale
  49. https://la.eater.com/2016/1/29/10871126/pink-taco-westfield-century-city-closed
  50. https://www.facebook.com/groups/lostmarket/posts/1768734153900638/
  51. https://blockclubchicago.org/2022/06/30/pink-taco-closing-this-weekend-after-four-years-in-river-north/
  52. https://www.popville.com/2025/02/im-sorry-pink-taco-closed-navy-yard/
  53. https://www.nbcnews.com/id/wbna12810262
  54. https://www.statepress.com/article/2006/04/sturges-scottsdale-restauranteurs-hope-risque-name-draws-crowds-not-disgust
  55. https://boston.eater.com/2018/4/4/17197972/pink-taco-boston-seaport-district-why
  56. https://www.wweek.com/restaurants/2018/06/15/controversial-clubstaurant-pink-taco-will-not-be-opening-in-portland-after-all/
  57. https://www.bostonmagazine.com/restaurants/2019/09/25/pink-taco-boston-opening/
  58. https://abc7news.com/archive/8799304/
  59. https://www.cbsnews.com/losangeles/news/century-city-restaurant-picketed-due-to-pink-donkey-on-cinco-de-mayo/
  60. https://www.eastvalleytribune.com/news/restaurant-name-spurs-tv-interest/article_1f5275e6-94ab-5194-a673-c9ce0be2359f.html
  61. https://www.trademarkia.com/pink-taco-87196428
  62. https://www.prnewswire.com/news-releases/z-capital-partners-to-acquire-pink-taco-restaurant-brand-300249001.html
  63. https://www.dailymail.co.uk/yourmoney/consumer/article-13871005/Popular-Mexican-restaurant-LAs-Sunset-Strip-abruptly-shuts.html
  64. https://www.phoenixnewtimes.com/news/pink-taco-too-many-people-just-wont-eat-it-6643587/
  65. https://www.tripadvisor.com/ShowUserReviews-g60763-d25458928-r1008908232-Pink_Taco-New_York_City_New_York.html
  66. https://www.indeed.com/cmp/Pink-Taco/reviews?fcountry=ALL
Add your contribution
Related Hubs
User Avatar
No comments yet.