Chuck E. Cheese, the iconic pizza parlor and arcade that many of us grew up with, is making a comeback after filing for bankruptcy during the COVID-19 pandemic. The company has been working hard to revamp its image and attract new customers.
Chuck E. Cheese was founded in 1977 by Nolan Bushnell, the co-founder of Atari. The concept was simple: a place where kids could be kids and parents could “relax” – yes, with air quotes. The first Chuck E. Cheese opened in San Jose, California, and was an instant success. The restaurant featured animatronic characters, arcade games, and pizza. Chuck E. Cheese quickly became a popular destination for birthday parties and family outings.
I can remember my parents bringing me there for birthday parties, and thinking how cool the animatronic dancing Chuck E. Cheese “Munch’s Make-Believe Band” was. Now thinking back I can’t help but remember it as a little more than creepy. My little brother even worked at Chuck E. Cheese while in high school during the time of its 2nd refresh which happened during the ‘90’s.
Sadly, in 2020, Chuck E. Cheese filed for bankruptcy due to the COVID-19 pandemic. The company was forced to close all of its locations, and revenue plummeted – as it typically does when you close up shop and there’s no one left to make pizzas. Chuck E. Cheese did emerge from bankruptcy in 2021 with a fresh vision of focusing on:
* Remodeling restaurants to create a more modern and appealing atmosphere.
* Upgrading technology to improve the customer experience. This includes new games, new ways to order food, and new ways to pay.
* Expanding its menu to include more options for adults and children.
* Focusing on birthday parties. The company is now offering new party packages and new ways to book parties.
* Adding new games to its arcades. The company is also working on developing its own exclusive games.
* Improving customer service.
* Reaching out to new customers using social media and other marketing channels.
Chuck E. Cheese is back and better than ever, for better or worse. Chuck E. Cheese is now owned by CEC Entertainment, with David McKillips as their President & CEO. The brand has over 600 locations in the United States and Canada. The turnaround has been going pretty good, with Chuck E. Cheese bringing in $1.2 billion in 2023
Now a whole new generation of kids, and their parents, can build memories of crying/screaming children running around, eating generic tasting pizza, and winning prizes.