The Enchilada Millionaires

The Enchilada Millionaire

Mexican-food chains are hotter than chili peppers

The margaritas are smooth and strong at Chi-Chi's in Milwaukee, and the spicy enchiladas pack a punch. Crowds fill the gaily colored restaurant every noon and night. Such enthusiasm for Mexican dining was once largely confined to the Southwest, but now Chi-Chi's and other aggressive chains are sweeping through the heartland like modern conquistadors. With moderate prices and robust fare, they are capturing an ever growing chunk of the American dining-out dollar. Mexican-style eateries gulped down a hearty $3 billion in revenues last year, or...

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