Pink Taco
Pink Taco is a privately held Mexican-themed restaurant chain founded in 1999, operating approximately five US locations under Z Capital Group. It serves LA-style street tacos, margaritas, and Mexican-inspired fare through dine-in, online ordering, catering, private events, and gift cards, targeting general consumers, event hosts, and corporate clients.
- Company typePrivate
- Founded1999
- HeadquartersLos Angeles, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Pink Taco does
Pink Taco is a privately held Mexican-themed restaurant chain founded in 1999 by Harry Morton in Las Vegas, Nevada, originally operating within the Hard Rock Hotel & Cafe. The company is structured as PINK TACO LLC under Z Capital Group, LLC and operates approximately five properties across major US markets, with confirmed operating locations in Boston, Massachusetts (Seaport district, opened 2024) and New York City. The restaurant chain serves LA-style street tacos, Mexican-inspired dishes, handcrafted margaritas, and signature cocktails in a distinctive rock n' roll themed dining environment with murals, neon signage, and Instagram-worthy interiors.
The business operates a multi-channel revenue model spanning dine-in service, online takeout ordering through the Olo platform, corporate and personal catering via Olo and ezCater, private event hosting managed through TripleSeat (with Boston capacity up to 250 guests for full buyouts), digital and physical gift card sales, and recurring promotional programs including $4 Taco Tuesday specials and Happy Hour offerings. The technology stack is built entirely on third-party SaaS integrations with no proprietary AI or software platforms. The customer base is fragmented across general consumers, private event hosts, corporate catering clients, and celebrity/influencer diners, with no enterprise anchor contracts.
Leadership includes Founder Harry Morton (who passed away; original founder lineage traces to Hard Rock Cafe co-founder Peter Morton and Morton's The Steakhouse founder Arnie Morton), Director of Culinary Lida Moreno (responsible for kitchen operations across all five properties since 2019), and COO David E. Miller. Recent strategic activity in 2024 has centered on Boston expansion, catering program launch, new menu development, and technology partnerships, while the broader portfolio operates within the Z Capital Group diversified hospitality umbrella.
Pink Taco firmographics
Firmographics- Name
- Pink Taco
- Legal name
- PINK TACO LLC
- Website
- http://www.pinktaco.com/
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Pink Taco is a privately held Mexican-themed restaurant chain founded in 1999, operating approximately five US locations under Z Capital Group. It serves LA-style street tacos, margaritas, and Mexican-inspired fare through dine-in, online ordering, catering, private events, and gift cards, targeting general consumers, event hosts, and corporate clients.
- Ownership category
- akta.pro rank
Pink Taco industry classification
Industry- Product category
- Casual Dining Restaurants
- NAICS
- Full-Service Restaurants (722511)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Casual Dining Restaurants (THAFACAB)
- akta.pro secondary industry
- Special Occasion & Destination Restaurants (THAFACAK)
Keywords
Where Pink Taco is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Pink Taco business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Dine-in Food and Beverage Sales: Traditional restaurant revenue from dine-in customers ordering from the full menu including tacos, fajitas, enchiladas, margaritas, cocktails, and other Mexican-inspired dishes and beverages. Covers regular meals, weekend brunch, and special dining occasions.
- Online Ordering and Takeout: Revenue from takeout and delivery orders placed through the Olo online ordering platform at pinktaco.olo.com, capturing food and beverage sales for off-premises consumption.
- Catering Services: Corporate event catering, office lunch catering, and private event catering services offering Taco Bar, Nacho Bar, Fajitas, Enchiladas, and Boxed Lunches. Orders placed through pinktacocatering.olo.com.
- Private Event Hosting: Revenue from hosting private events including birthdays, anniversaries, bachelor/bachelorette parties, and corporate events. The Boston location can accommodate up to 250 guests with various private dining spaces.
- Gift Card Sales: Sale of Pink Taco gift cards available for purchase through the website, valid for use on food, tax, and gratuity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Taco Tuesday Special |
| Unit Pricing | Pay-as-you-go | Happy Hour Bites |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels8 records
Pink Taco product offering
Product offeringCore offering
Pink Taco operates full-service Mexican-themed restaurants serving LA-style street tacos, fajitas, enchiladas, handcrafted margaritas, and signature cocktails in a rock n' roll vibe dining atmosphere. The company generates revenue through dine-in service at physical locations, online takeout ordering, off-premise catering for corporate and personal events, and private event hosting in dedicated dining spaces. Distinctive offerings include Taco Tuesday promotions, Happy Hour programs, weekend Hangover Brunch, and an extensive craft cocktail and margarita program.
Product overview
Pink Taco is a Mexican restaurant chain offering a unified dining experience centered on LA-style street tacos, bold Mexican-inspired cuisine, and signature margaritas, all served in a rock n' roll vibe atmosphere. The core product is the dine-in restaurant experience complemented by takeout ordering via Olo, catering services for events, and a beverage program featuring signature cocktails. Additional offerings include Happy Hour and Taco Tuesday promotions, private event hosting, weekend brunch service, gift cards, and email newsletter subscription. The company operates locations in Boston and NYC, with its Boston location at 374 Congress Street offering full catering and private events capabilities for up to 250 guests.
Differentiator
Problem solved
Functional benefit
Products and services
- Dine-In Restaurant Service Full-service Mexican restaurant offering LA-style street tacos, fajitas, enchiladas, handcrafted margaritas, and signature cocktails in a rock n' roll vibe dining atmosphere for individual diners and groups.
- Online Takeout Ordering Online takeout and pickup ordering service powered by the Olo platform, allowing customers to order Pink Taco menu items for off-premises consumption.
- Catering Services Off-premise catering service offering Taco Bar, Nacho Bar, Fajitas, Enchiladas, and Boxed Lunches for office meetings, corporate events, and personal celebrations, with gluten-free and vegan options.
- Private Event Hosting Private dining and event hosting with multiple semi-private and full buyout spaces at restaurant locations, accommodating 12 to 250 guests for birthdays, anniversaries, bachelor/bachelorette parties, and corporate events, with dedicated events team support.
- Gift Cards Digital and physical gift cards available for purchase through the Pink Taco website, valid for use on food, tax, and gratuity at all Pink Taco locations.
- Beverage and Cocktail Program Extensive drink menu featuring signature margaritas (Frozen Strawberry, Paloma in a Squirt Can, Cock Fight, Something Pink), Tequila Flights, craft beers, wines, and seasonal cocktails served alongside the food menu.
- Pink Taco Boston Restaurant Location Boston restaurant location in the Seaport area at 374 Congress Street, providing full dine-in service, online ordering, catering, and private event hosting for up to 250 guests.
Companies that use Pink Taco
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Pink Taco technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Pink Taco partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Los Angeles Food BankminorPink Taco has actively engaged with local communities and supported charitable initiatives including partnership with Los Angeles Food Bank to address food insecurity and support the local community.
- Susan G. Komen For The CureminorPink Taco has supported Susan G. Komen For The Cure as part of its philanthropic endeavors and community engagement initiatives.
- LGBTQIA OrganizationsminorPink Taco has supported various LGBTQIA organizations as part of its commitment to community engagement and social responsibility initiatives.
- TripleSeatcorePink Taco uses TripleSeat platform for private event bookings and party reservations. Event inquiry links direct to pinktaco.tripleseat.com for managing private event requests.
- OlocorePink Taco uses Olo platform for online ordering and takeout services. Website links direct to pinktaco.olo.com for ordering and pinktacocatering.olo.com for catering orders.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Pink Taco competitors and assessment
Company assessmentMarket position
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Pink Taco social profiles
Digital presencePink Taco financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pink Taco leadership team
Management profileNumber of profiles
Profiles3 records
Pink Taco funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pink Taco M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pink Taco
What does Pink Taco do?
Pink Taco operates full-service Mexican-themed restaurants serving LA-style street tacos, fajitas, enchiladas, handcrafted margaritas, and signature cocktails in a rock n' roll vibe dining atmosphere. The company generates revenue through dine-in service at physical locations, online takeout ordering, off-premise catering for corporate and personal events, and private event hosting in dedicated dining spaces. Distinctive offerings include Taco Tuesday promotions, Happy Hour programs, weekend Hangover Brunch, and an extensive craft cocktail and margarita program.
Is Pink Taco a public or private company?
Pink Taco is a private company. It is classified as corporate owned and is currently operating.
When was Pink Taco founded?
Pink Taco was founded in 1999. It employs 251 to 500 people.
Where is Pink Taco based?
Pink Taco is headquartered in Los Angeles, United States, in the North America region.
How does Pink Taco make money?
Five revenue lines are on record. Dine-in Food and Beverage Sales are the primary driver. The others are online Ordering and Takeout, catering Services, private Event Hosting and gift Card Sales.
Does Pink Taco have an API?
No public API is recorded for Pink Taco.
What industry is Pink Taco in?
Pink Taco's product category is Casual Dining Restaurants. Its primary akta.pro industry code is THAFACAB, Casual Dining Restaurants, with a secondary code of THAFACAK, Special Occasion & Destination Restaurants. Its NAICS code is 722511 and its SIC code is 5810.