Chi-Chi's Europe



Chi-Chi's is a Tex-Mex restaurant chain operating in Europe which was founded in 1975 in Richfield, Minnesota, United States by Marno McDermott and former Green Bay Packers gridiron football player Max McGee. Chi-Chi's master franchise belongs now to a Swiss company franchising the brand in Europe, Asia, and North Africa. Benelux counts eleven restaurants, the most representative country being Belgium with nine units: Brussels, Wemmel, Zaventem, Braine l'Alleud, Namur, Antwerp, Charleroi, Rocourt (Liège) and Hasselt. Then come Luxembourg (one unit) and the Netherlands (one unit). The first Chi-Chi's opened in the Belgian periphery 15 years ago, and several years later, in 2002, the second unit opened its doors in the heart of Brussels.

Chi-Chi's specializes in margaritas and fajitas. Its core products are southwest American specialties such as fajitas, barbecue ribs, grilled ribeyes and hamburgers, but Mexican dishes such as tacos and enchiladas are part of its basics as well.



Concept
Chi-Chi's restaurants types are either city center or free standing units. The services are: casual dining, express, take away, delivery and now catering, a new service proposed for all the Brussels region from the beginning of the year.

Products
Chi-Chi's serves fajitas (beef, chicken, shrimp, lamb) and the margaritas (frozen, on the rocks, limon, strawberry, peach, blue, golden). The research and product development is done in the United States and Belgium and then distributed to Chi-Chi's restaurants in Europe.