A New Strategy to Drive Daily Visits
Chuck E. Cheese is on a mission to turn your pizza-and-games visit into a family routine. The iconic 47-year-old pizzeria and arcade chain is rolling out a new membership program and digital upgrades to encourage families to drop by as frequently as they shop for groceries.
Emerging from bankruptcy with remodeled stores and new features, Chuck E. Cheese wants to compete not just with birthday parties and weekend outings—but with Netflix and the local playground too.
“For us to win this game, we need to drive multi-visitation,” said David McKillips, CEO of CEC Entertainment, Chuck E. Cheese’s parent company.
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Affordable Membership Plans Designed to Stick
In August 2024, Chuck E. Cheese launched a tiered membership program, offering unlimited visits, food discounts, and other perks. Since then, the chain has sold more than 200,000 12-month subscriptions.
Prices range from $7.99 to $29.99 per month, depending on the tier. McKillips called it a budget-friendly option for families seeking regular entertainment.
“Even at the upper price point, it is very reasonable for parents and families to come out and have a reasonably priced pizza and gameplay every single day,” he said.
From Birthday Spot to Daily Destination
The goal is clear: Chuck E. Cheese wants to become a habitual destination, not a once-a-year celebration stop. But success means fitting into families’ already packed subscription budgets—everything from streaming services to warehouse clubs.
The upgrades are designed to keep visits fresh, with new digital content and rotating themes throughout the year. “We just switched out of our holiday content,” McKillips said. “Then it goes into evergreen, and then we’ve got spring and a summer of fun and Halloween.”
Goodbye Animatronics, Hello Adventure Zones
Most of the iconic animatronic characters have been phased out, replaced with massive digital screens, a high-tech dance floor, and other immersive displays. Still, after some public backlash—and thanks in part to renewed interest from the horror film Five Nights at Freddy’s—some locations have kept the mechanical mascots.
“People were talking about Chuck E. Cheese, which is good for us,” McKillips said of the film’s impact.
To enhance the play experience, the chain is now adding trampolines and obstacle courses, aiming to create “an adventure zone in every single one of our locations,” he added.
A $350 Million Makeover for a Post-Pandemic Comeback
CEC Entertainment has invested $350 million into updating over 460 U.S. locations, introducing new games, sprucing up food offerings, and modernizing play spaces.
The company had filed for bankruptcy in 2020 as COVID-19 disrupted in-person businesses, but it managed to avoid mass closures by transforming Chuck E. Cheese kitchens into delivery hubs under the name Pasqually’s Pizza & Wings. That pivot helped retain general managers during a rough stretch.
New Menu, Broader Appeal
To draw a wider crowd, Chuck E. Cheese is also expanding its food offerings. Expect more “grown-up” flavors and spicier options. “The teenagers come in, you know, older siblings — we’ve got games for them as well,” McKillips said.
It’s all part of the broader goal: getting entire families to play and eat together. “That is the greatest driver of our guests and how we built the entire new Chuck E. Cheese,” he added.
Subscription Competition Is Fierce
Still, the challenge remains. Families are facing tighter budgets, and subscription fatigue is real. Consumers are juggling an average of 15 memberships, both paid and free, according to Ed Crouch, a loyalty program expert at Boston Consulting Group.
“The market is very saturated today, and we don’t think that’s going to change,” Crouch said.
But even if just a fraction of customers sign up, a well-designed membership can boost visits and revenue. “It’s easy, it feels low-cost,” Crouch noted. “It feels like you know you’re going to get a somewhat more exclusive experience.”
Will Families Keep Coming Back?
Chuck E. Cheese also offers a two-month prepaid “Fun Pass” for families who want to test the waters. The full-year plans come with lower monthly rates but require a 12-month commitment.
McKillips is confident that once families get in the habit, they’ll stick with it. The company plans to keep refreshing content, games, and food offerings to give customers a reason to return.
“Our entertainment is different every time you come in, and that gives you a reason to come back,” McKillips said.
