In debian/rules you'll find two lines:
DEB_HOST_GNU_TYPE ?= $(shell dpkg-architecture -qDEB_HOST_GNU_TYPE)
DEB_BUILD_GNU_TYPE ?= $(shell dpkg-architecture -qDEB_BUILD_GNU_TYPE)
If you run the command after the shell statement, you'll get the value that is used for the --host (line1) and --build (line 2) options if the configure script. If these command give you on the shell the value you want, it's all fine. If not change them to something like
DEB_HOST_GNU_TYPE = i686
DEB_BUILD_GNU_TYPE = i686
or something, I don't know what they exactly expect.
If you want to have the --optimise option activated, run debian/rules help, and pick the packages you want, but don't choose any -dbg package.
In any way, debian expects i386 as arch-indicator, and that's what the name still expresses.