Chi-Chi's was a popular Mexican restaurant chain from 1975 to 2004. It ceased to exist within the United States.Chi-Chi's is still in operation in Belgium, Luxembourg, United Arab Emirates, Kuwait, Indonesia and Canada. Chi-Chi's also marketed a line of grocery foods (later purchased by Hormel) with an emphasis on salsa.
Chi-Chi's was founded in 1975 in Richfield, Minnesota, a suburb of Minneapolis by restaurateur Marno McDermott and former Green Bay Packers player Max McGee. [1] From 1977 to 1986, the chain was run by former KFC executive Shelly Frank.[2] When Frank came on, the chain moved its headquarters to Frank's hometown of Louisville. By March 1995, the chain had grown to 210 locations.[3] Chi-Chi's Master Franchise belongs now to a Swiss company who franchises Chi-Chi's in Europe, Middle-East, Asia and North Africa, the most representative country being Belgium with 8 units [4][5]
In 2001, Chi-Chi's applied for a trademark[6] on the word "Salsafication" but was denied by the Trademark Trial and Appeal Board. The company's slogans were "A celebration of food" and, later, "Life Always Needs a Little Salsa."[1]