I remember when we first discovered "Bonefish": what a great, unique restaurant. Oops, it's a chain. Later on we discovered "Cantina Laredo": wow, what a great, new, unique restaurant. Oops, it's a chain. Hoe dare they make chain restaurants that serve consistently great food at reasonable rates! Shame!
I honestly think food can taste different depending on preconceived notions. I think if you took a good chain restaurant and disguised it as a local bistro or hole in the wall, a lot of chain detractors would rave about it. It would be a great social experiment. Part of the dining experience is bragging rights over some place that you and a few others have "discovered" and it becomes a "best kept secret". Chain restaurants on the other hand, nobody goes there, they're too crowded.