GF Issue 54

Chuck E. Cheese: a new era of family fun Mario Centola and Rick Raison explain how the iconic family entertainment brand is conquering hearts (and markets) n 1977, Nolan Bushnell, the mastermind behind Atari, created Chuck E. Cheese with one mission: create high energy family-friendly fun. Fast forward through decades of transformation, Chuck E. Cheese remains a go-to spot for families, now with a new look and entertainment lineup to appeal to an entirely new generation of fans around the world. Despite these changes, frontmouse Chuck E. Cheese, alongside Pasqually, Helen Henny, Mr. Munch, Jasper T. Jowls, and Bella Bunny, continue to be central to the brand’s experience. The franchise promises a combination of high energy active play, arcade games, pizza, and birthday parties contributing to its tagline: “Where A Kid Can Be A Kid.” I The entertainment experience has transitioned from traditional animatronics to cutting-edge features such as video walls and interactive dance floors. Vibrant new colors characterize the updated surroundings, while dynamic new additions, including high-energy options like trampolines and climbing walls, have expanded the lineup of games and activities internationally. Chuck E. Cheese has taken family entertainment to a global scale through its expansion into 16 countries. The popularity of the brand has transcended outside of its traditional store locations with the franchise embarking on exciting partnerships. Collaborations with children’s entertainment businesses KIDZ BOP and Roblox, as well as a deal with Magical Elves to create an adult-based game show are bringing big results. Broadening licensing initiatives has also introduced a Chuck E. Cheese branded frozen pizza to more than 3,000 grocery stores. Additionally, the business’ inaugural location-based entertainment deal has been signed to extend the brand to a water park. How are you using technology? Mario Centola, COO of international operations: Central to the brand’s evolution is the integration of technology. We have focused on guest engagement, back of the house efficiency, and our entertainment offerings. We continue to evolve our platforms to make it easier for our partners with the goal of a turnkey onboarding model. A touchless PlayPass BEHIND THE BRAND: PARTNER CONTENT 44 GLOBAL FRANCHISE | ISSUE 8.2