The parent company of El Torito, Chevys and Acapulco is adding a new and considerably younger full-service Mexican brand to its fold: Pink Taco, the hip concept launched by Hard Rock Café co-founder Peter Morton and his celebrity son, Harry.
Pink Taco, a frequent source of controversy because of its name, has been acquired by Z Capital Partners, the principal shareholder of Real Mex Restaurants, whose more than 100 Mexican restaurants include units of El Torito, Chevys and Acapulco, as well as branches of Las Brisas and the El Paso Cantina in Torrance, Calif.
Z Capital said Pink Taco would be absorbed into that group. Harry Morton will remain involved as a “valuable partner,” handling such functions as strategic direction, siting and the licensing of the name for retail products, the buyer said.
“Pink taco” is street slang for female genitalia.
”Pink Taco is as original a concept as you can find,” said James Zenni, the CEO of Z Capital. “We believe there is tremendous potential to elevate the brand and expand its unique restaurant experience both domestically and internationally.”
Pink Taco currently has restaurants in Las Vegas and Los Angeles. It was founded in 1999.
Peter Morton’s father was Arnie Morton, the founder of the Morton’s steakhouse chain.