The Pool brothers, known for their fast-casual chain Gadzooks Enchiladas & Soup, are diving headfirst into the downtown Phoenix scene with a new venture, Hugo's Cantina. Amid soaring cocktail prices in the area, Aaron Pool lamented that "downtown has kind of gone away from its roots," where an old fashioned now costs as much as $25. In an interview with Phoenix New Times, Pool expressed his vision for Hugo's Cantina, a casual spot aiming to serve "really good cocktails" sans the budget-busting prices. The new establishment has taken over the former space of Sin Muerte, transforming the once moody vibe into an eclectic and funky ambiance.
The name and theme of Hugo's draw inspiration from a previous manager at Gadzooks, infamous for his "El Oso Fabuloso" alter ego. This persona, now at the heart of the new restaurant, is woven into the very fabric of Hugo's, with Aaron Pool noting, "We always think, will Hugo like that?" Meanwhile, the dining area takes its cue from Pikes in Ibiza, drawing from a hotel that has hosted wild parties with names like Freddie Mercury and George Michael, according to VICE's Amuse. Hugo's aims to replicate that vivid, 1980s energy, with a bright pink paint job replacing the previous establishment's darker colors.
Hugo's offers an array of family-style eats, including enchiladas with duck carnitas and tacos. And, after the dining room closes, the Pools dish out burritos and ice cream sandwiches. Shifting from the former's funereal theme, the location itself enjoys a storied past, having been a funeral home before various other incarnations. Pool and his brother Jared are determined to make it a "comfortable watering hole" brimming with fun for their patrons.
While the Pools are riding the wave of enthusiasm for Hugo's, they haven't put the brakes on their other culinary endeavors. Aaron Pool revealed plans to experiment with a pop-up concept for their taqueria venture, Poolboy Taco, utilizing mobile taco shops crafted from shipping containers. One of these is set to hit Old Town Scottsdale soon, Aaron Pool told the Phoenix New Times. The success of these mobile ventures may chart the course for a permanent spot, or they may just make a regular appearance at Hugo's.
The character of Hugo's Cantina seems to dance on the legacy of Tony Pike's hedonistic Ibizan retreat, Pikes Hotel, where an eclectic mix of guests has long revelled away from prying eyes. Pike, a legendary figure in his own right, made the hotel a symbol of extravagant living according to VICE's Amuse. With the same zest for life, the Pool brothers are hoping Hugo's will also become a beloved, albeit slightly less debauched, phoenix landmark.
