LOL! Everytime I go by a Chi-Chi's I have the same reaction to the name (and I snicker when someone talks about the Grand Tetons, too).
A better question is: What is Chi-chi's selling to the non-Hispanic community (I don't think many Hispanics consider Chi-Chis to be authentic Mexican food)? As my hubby and I call it, "faux Mexican food," or what people who have never had real Mexican food think is Mexican food (like Olive Garden is really Italian and Red Lobster is a real seafood restaurant)--my in-laws like Chi-Chis. OTOH, on Christmas Eve, they complained that the taco-seasoned Kraft grated cheese in the taco salad dip was so hot.
I was so happy when our Mexican neighbors brought over some tamales (fresh out of the steamer) on Christmas Day. That's the real stuff. Needless to say, we snarked them down with glee.
Also, when in Germany we were neighbors to an exec in a large German Pharmaceutical firm who had just finished a tour in Mexico. He was totally derisive of TexMex when it was called Mexican food. He'd lived in Mexico City and said TexMex and Mexican were two different worlds.
Of course, he was German, and LOVED being superior.
Which reminds me of the old joke about the German/Chinese restaurant..... .......
2 hours after eating there........
You're hungry for Power!