A taco chain with an unfortunate name opened in the Seaport on Monday.
Headquartered in Los Angeles, Mexican restaurant Pink Taco made its Boston debut at 374 Congress St on Oct. 7. The chain was founded in 1999 by Harry Morton, son of Hard Rock Hotel and Cafe co-founder Pete Morton, and currently operates locations in Los Angeles, Chicago, and Las Vegas, with plans to expand into Miami. The name of the restaurant — a crude moniker for female genitalia — has long been the subject of scrutiny, though Morton told the “The Daily Show with John Stewart” in 2006 that it was in reference to the restaurant’s signature dish.
In a 2012 interview with Haute Living, Morton said that he if he could go back, he would change the name.
“It started off as a funny idea; it was a joke at the time,” Morton, who is no longer part of the company, told the publication. “But now we pride ourselves on our ability to evolve, and the food speaks for itself… The name isn’t even provocative anymore, it’s almost cliché. If we kept trying to play that hand it would be boring. The name is what it is. But at least it’s catchy and internationally known.”
Pink Taco’s lunch and dinner menu includes a variety of tacos, enchiladas, burritos, and taco bowls, while brunch, offered on weekends between 11 a.m. and 3 p.m., features dishes like huevos rancheros, breakfast hash, and avocado toast. On Taco Tuesdays (4 p.m.–close), tacos are $3 to $4; the restaurant’s bar menu is dominated by margaritas.
Prior to Pink Taco’s launch, the chain promoted the opening with a merchandise truck that roamed around Boston on Sept. 27. The truck was named “Gypsy,” which, as Boston Magazine detailed, is a derogatory name for Romani women.
Pink Taco joins a slew of other Mexican restaurants in the Seaport, including Bartaco, Lolita, Rosa Mexicano, and Temazcal.
Pink Taco; 374 Congress St., Boston; Sundays–Thursdays from 11 a.m.–midnight, Fridays and Saturdays from 11 a.m.–1 a.m.; pinktaco.com