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As its tagline notes, Chuck E. Cheese has always been the place where “a kid can be a kid.” Now, to get more of them through its doors, it’s undergoing a marketing reset, creating more content and promotions aimed at children, not just their parents.
Mark Kupferman, who joined as Chuck E. Cheese’s chief insights and marketing officer in November 2023, told ADWEEK the brand had conducted months of research with families to inform its new strategy, which is kicking off with the launch of its Fun Pass, a subscription loyalty program that offers discounts on food and arcade coupons.
“If one thing has become clear, it’s that kids are the key proponent of almost every visit and birthday party,” Kupferman said.
“Given that it’s always been our mission to put kids first, this shift is intended to ensure that we continue to build awareness with the segment that matters most.”
Spending big on ‘kidvertising’
In its ’90s heyday, Chuck E. Cheese was the go-to for kids’ birthday parties. Gooey pizza, performances from slightly unnerving animatronic bands, and a quick play on Donkey Kong followed by a sprinkle sheet cake chaser—what’s not to like?
Throughout the 2000s and 2010s, though, the 47-year-old Irving, Texas brand struggled to keep Gen Z’s attention as gaming became an at-home activity and entertainment technology advanced considerably beyond Donkey Kong.
Food sales slid as fewer patrons turned to Chuck E. Cheese for birthday parties and family experiences, while more local entertainment centers sprung up across the U.S.
One private equity acquisition and a failed stock market float later, owner CEC Entertainment (which also owns Piper Pizza) was hobbled by Covid-19 and eventually filed for bankruptcy in 2020.
CEC has since emerged from the Chapter 11 filing, with reports of a potential sale swirling as recently as Dec. 23, with Reuters reporting that the company told potential acquirers it generates around $1.2 billion in revenues pre-tax.
While CEC has declined to comment on a potential auction, the company has been busy retooling its customer experience, remodeling over 200 stores in the U.S. since 2023 to feature interactive dance floors and trampolines.
Alongside this, Kupferman has been allocating more of its estimated $100 million marketing spend into awareness-focused channels including cinema, billboards, and streaming. High-octane creative promoting the Fun Pass will show up in these places.