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Harry Morton Kind of Regrets Pink Taco Restaurant Name

The November/December issue of Haute Living Los Angeles magazine has Cindy Crawford and Rande Gerber on the cover, looking resplendent against blue-sky Malibu backdrop. To go along with that cover story, there’s also a fun interview by Laura Schreffler with Harry Morton, the 31-year-old son of Hard Rock Hotel and Cafe founder Peter Morton.

Morton lives above the Sunset Strip and his twin properties, The Viper Room and Pink Taco Mexican restaurant. He says he’s shopping a documentary series about the former to pay cable networks and admits that in hindsight, he might have done things a little differently with the latter:

“If I could go back, I would change the name,” Harry muses now of his haute Mexican eatery [chain]. “It started off as a funny idea; it was a joke at the time. But now we pride ourselves on our ability to evolve, and the food speaks for itself.”

“We’re not trying to be a one-trick pony or a funny-named restaurant. 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.”

On the other hand, Morton has no second thoughts about turning down the dozens of reality shows he has been pitched over the years. Any one of them, he notes, would have been a business brand “kiss of death.”

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