Chuck E. Cheese Launches Brand Extension

Chuck E. Cheese (Irving, Texas) has launched Chuck’s Arcade in 10 U.S. cities, with more in the works. This new concept combines classic games and the latest new ones, along with the brand’s animatronic characters, the company said in a news release.

“Chuck E. Cheese has spent decades mastering the arcade experience — it’s in our DNA,” said CEO David McKillips. “Thanks to the expertise of our talented technicians and the successful transformation of almost 500 fun centers worldwide, we’ve built the operational and creative foundation to take our brand beyond our traditional four walls. Chuck’s Arcade is a natural evolution — an opportunity to extend our arcade legacy into new formats that engage both lifelong fans and a new generation through a curated mix of retro classics and cutting-edge experiences.”

Chuck’s Arcade locations are now open in malls across the country, in St. Petersburg, Fla.; Trumbull, Conn.; Oklahoma City and Tulsa, Okla.; Victor, N.Y.; Buford, Ga.; El Paso, Texas; Nashua and Salem, N.H.; and St. Louis. A bit different than those locales is the Chuck’s Arcade and Pizzeria in Kansas City, Mo., which features original artwork spanning the history of the brand and a full menu. The company said it has more arcade locations in the works, but provided no specifics on where and when.

In addition to the Arcade locales, the company has about 600 Cheek E. Cheese locales; just over three-quarters are in the U.S. Those places offer birthday parties, arcade games, pizza and other entertainment. (According to published reports, Chuck E. Cheese phased out its famed animatronic music act, Munch’s Make Believe Band, at the end of last year.)