“We tried to combine our faces [for our logo],” says Alex with a laugh, gesturing to Patrick. “And someone said, eh, looks like Pablo Escobar. So we decided to run with it.” The trio also “really like” the hit Netflix show, he explains.
“The branding is very memorable and ‘in your face’,” Alex says.
Pablo’s presence is indeed felt everywhere here. In the dining area – where construction isn’t yet finished – a massive mural of the drug lord dominates. Back in the kitchen, the metal security cage (this space was originally meant to be a silver jewellery shop that Alex had abandoned in favour of this restaurant biz) is reminiscent of “Pablo’s jail”, says Alex. Though in our opinion, it bears little resemblance to Pablo Escobar’s actual palace-prison La Catedral.
Some netizens have taken, uh, umbrage at their controversial branding: “Do you know what Sicario (see below) means? It’s a person hired to kill for money? (sic) Very disturbing name for your burger,” remarks a comment on Facebook. Still, it doesn’t really bother them, insists Alex. “If the food is good, we can call it anything – people will still come,” he insists.
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Update: Public response to the Pablo branding
In response to the public’s concerns over the Pablo Escobar branding, the owners put out a statement via Instagram about a week after this article was published. It states that they “want to be clear that [their] team dispraises [Pablo’s] crimes in narcoterrorism.” They also added: “Like the TV series, Pablo's Kitchen is drawn to the story of the crackdown on drugs. In fact, the Pablo's Kitchen logo draws its likeness from Javier Pena (portrayed by Pedro Pascal) the DEA agent who took down the infamous Kingpin”.
They also plan to make “changes to [their] space in the coming week”. 8days.sg has reached out to them for further clarification on the proposed changes, but have yet to receive a reply.
In 2018, a bar called Escobar splashed with paintings of the Colombian drug lord had to rebrand its logos after the Colombian embassy in Singapore condemned its theme, with the Central Narcotics Bureau and the Singapore Police Force also getting involved. While the bar’s name remained, it later changed its theme.