A Brooklyn dad takes the crown and wins a year of free burritos at Son Del Norte in New York City.

The Contest That Proved New York Has Great Mexican Food

In an event that blended pop culture with local pride, Son Del Norte—a lively Mexican restaurant in New York City’s Lower East Side—hosted a Pedro Pascal look-alike contest on June 15, 2025. Designed to celebrate the restaurant’s first anniversary and to repudiate Pedro Pascal’s earlier jab about a lack of good Mexican food in the city, the contest attracted nearly 30 hopeful participants. Among them was Brooklyn dad George Gountas, whose striking resemblance to the famed actor earned him not only the admiration of the crowd but also a cash prize of $50 and a year’s supply of free burritos.

The Inspiration Behind the Contest

The Spark of a Bold Idea

When Pedro Pascal famously commented that New York did not have good Mexican food, the team at Son Del Norte saw an opportunity. Instead of taking offense, they embraced the challenge. Co-owner Annisha Garcia explained, “I’m like, ‘So sorry, but there’s no good Mexican food in New York?'” Undeterred, Son Del Norte set out to prove that the city does, indeed, boast excellent Mexican cuisine. The idea evolved into a fun and engaging contest that not only celebrated good food but also the star power of Pedro Pascal—a true icon for many in the Latinx community and beyond.

Celebrating Culture Through Laughter

Celebrity look-alike contests have long served as community-building events. In cities such as New York, where diverse cultures intersect daily, these contests allow neighbors and friends to come together over a shared love of entertainment, food, and humor. For many in the Latinx community, Pedro Pascal represents not just a celebrity, but a symbol of cultural pride and success in mainstream media. Through this contest, Son Del Norte created a platform where community members celebrated their heritage in a lighthearted, creative way. The contest underscored how food and pop culture can unite people in unexpected, joyful ways.

A Day to Remember in the Heart of New York

A Festive, Rain-Soaked Celebration

Despite rainy weather on the day of the contest, Son Del Norte’s patio and the surrounding streets transformed into a vibrant festival ground. Nearly 30 contestants, each determined to harness Pedro Pascal’s unmistakable charm, lined up on Orchard Street. Some competitors went the extra mile by incorporating creative props—from Mandalorian helmets to clever signage—to enhance their Pascal impressions. The energy was palpable, as the rain only seemed to intensify the festive mood.

Standout Moments and Memorable Quotes

Among the crowd, George Gountas emerged as the clear favorite. A lighting technician for The Daily Show and a lifelong fan of Pedro Pascal, Gountas captivated the judges with his commitment. “I’ve been told I have a resemblance to Pedro for years,” he remarked confidently. “You have to have a little bit of confidence and embrace the aura of Pedro.” His humorous yet heartfelt performance earned him the top prize, and when he later noted that “It was unbelievable how many people showed up,” it became clear that the contest was as much about community spirit as it was about celebrity mimicry.

Annisha Garcia reminisced about the unexpected turnout: “We were sad because it was raining, and we were like, ‘No one is gonna come.’ Then people started showing up, and we were like, ‘Oh my god!'” This spontaneous display of support not only delighted the organizers but also reaffirmed the strong community bond that such events can foster.

Prizes That Kept the Celebration Rolling

The contest was structured to recognize multiple tiers of talent. While George Gountas claimed the grand prize of$50 and a year’s supply of free burritos, the organizers also rewarded second- and third-place finishers with $50 and $25 gift cards respectively. Additionally, the top ten finalists were treated to free bean and cheese burritos, ensuring that even those who did not win the grand prize left with a taste of victory—and great food.

The Ripple Effect: Social Media Buzz and Local Impact

Viral Moments and Digital Praise

In today’s digital age, news of such a unique event spreads with lightning speed. Videos and photos from the contest quickly went viral across platforms like TikTok and Instagram. Social media users lauded the dedication of the contestants and the cheerful defiance of Pedro Pascal’s earlier remark. Even the actor himself acknowledged the spirit of the event on Instagram, sharing a series of heartfelt emojis that resonated with both attendees and fans online.

Boosting Business and Community Engagement

The immediate effect on Son Del Norte was profound. The restaurant became the focal point of local buzz, drawing curious food lovers eager to sample the mouthwatering dishes that fueled the contest’s fire. Foot traffic surged, and the restaurant’s reputation for combining quality cuisine with community-centric events was solidified. This positive exposure not only affirmed the quality of New York’s Mexican food scene but also highlighted the power of creative marketing in drawing new customers.

The Cultural Impact of Celebrity Look-Alike Contests

More Than Just a Contest

Look-alike contests, particularly in a city as diverse as New York, carry a cultural significance that extends well beyond entertainment. They are an opportunity for individuals to step into the shoes of someone they admire and to share that admiration with their friends, family, and neighbors. Such contests create what sociologists refer to as “third places”—informal public areas where community members can meet, socialize, and build bonds that help offset the pressures of urban living.

A Symbol of Representation and Pride

For many in the Latinx community, celebrating a figure like Pedro Pascal goes beyond mimicking a celebrity. It is a celebration of representation, a recognition that success and cultural pride can coexist in mainstream media. Pedro Pascal’s rise to fame and the popularity of these contests underscore a broader movement for greater visibility and inclusivity. Through the fun and creativity of a look-alike contest, participants and observers alike can partake in a moment of cultural affirmation.

Bridging the Gap Between Cuisine and Community

Events such as the Pedro Pascal look-alike contest also illustrate the powerful connection between food and community identity. Serious about both their culinary skills and their mission to showcase authentic Mexican cuisine, Son Del Norte turned a playful contest into a statement. The event not only defied the notion that New York lacked quality Mexican food but also invited the community to enjoy a shared celebration of culture, humor, and heartfelt defiance.

A Call to Celebrate Community and Creativity

The Pedro Pascal look-alike contest at Son Del Norte was a triumph of creativity, community, and culinary excellence. From a bold idea born out of a cheeky celebrity remark to a day marked by rain-soaked festivities and viral social media moments, every aspect of the contest reinforced the power of coming together over a shared passion. As George Gountas basks in his unexpected fame and yearlong burrito bounty, the real victory lies in the unity and joy experienced by all who attended.

If you find inspiration in innovative community events and a celebration of local culture, consider visiting Son Del Norte. Taste the food that sparked a movement, join the conversation online, and perhaps even be moved to host your own event that brings people together. Embrace creativity, support local businesses, and remember that sometimes a contest—and a good meal—are all it takes to brighten a rainy day.