Chuck E. Cheese’s Celebrates 30 Years of Success

Hosting more than two million parties annually, CEC Entertainment, Inc., The Birthday Capital of the Universe(R), is having a bash of its own to celebrate 30 years as a place Where a Kid can be a Kid(R).

IRVING, Texas, Aug. 1 /PRNewswire-FirstCall/ — After 30 years of successfully evolving the place Where a Kid can be a Kid(R), fun-loving and ever-youthful Chuck E. Cheese, with his timeless staying power, is still the star of the show. To celebrate, the company is offering special 30th anniversary deals and coupons, which can be downloaded at

“As different as kids are today from our first guests in 1977, there’s still that child-like desire to have fun — it’s the eternal constant that drives our success,” said Dick Frank, CEC Entertainment Chairman and CEO. “What’s more, our game and ride tokens are still 25 cents — the same price as 30 years ago, and all of our games and rides are only one token per play, so our stores provide great fun at an excellent value to guests.”

CEC Entertainment (NYSE:CEC) is endowed with a legacy of innovation that started with gaming genius Nolan Bushnell. He founded Atari Corporation and invented Pong, one of the first successful video games. He also developed the animatronics, which were the first species of Chuck E. Cheese and his Pizza Time Players. “Chuck E. Cheese’s began as a kid’s arcade attraction with pizza and an animatronics show,” said Frank. “Today we’re the industry leader in the family restaurant and entertainment segment, and parents, who were among our first generation of customers, now bring their kids to CEC to create all new memories.”

Amy Clark is a perfect example. The 30-something Dallas, Texas, mom brings her two daughters, Molly and Amber, to Chuck E. Cheese’s for birthday parties, other special occasions, or just to have a good time with her kids. “I remember how excited I was to go to Chuck E. Cheese’s as a kid,” says Clark. “The music, bright lights and flurry of activities were amazing, and then Chuck E. Cheese would appear out of no where … wow … what a thrill.” Clark, who celebrated her 7th birthday at Chuck E. Cheese’s in 1984, recently hosted oldest daughter Molly’s 5th birthday there as well. “It’s pretty neat to come back and see the excitement in your child’s face as they dance and sing with Chuck E. Cheese to the birthday song,” she says. “I know how she felt.”

Keeping the concept new, fresh and exciting is CEC’s ongoing commitment. This commitment encompasses refinements to games, rides and attractions, shows and prizes, as well as menu enhancements.

“Kids grow more sophisticated with each generation,” said Frank. “They are shaped by technology advances, inundated with information and influenced by television. Our job is to stay ahead of the trends and keep our stores fresh and exciting for kids, while offering great value and quality service in a safe, wholesome environment for their parents. The evolution of our brand is a work in progress that constantly revitalizes our product and keeps us young at heart, and universal in appeal.”

The number of kids who have visited Chuck E. Cheese’s since it opened in 1977 attests to the popularity and staying power of our concept. More than 100 million kids have visited and enjoyed the games, pizza, and the Chuck E. Cheese character over the past 30 years.

The result is a highly regarded brand with timeless appeal across demographic lines and generational boundaries. “Chuck E. Cheese’s popularity among children rivals that of the most universally recognized and loved cartoon characters,” said Frank. In fact, according to a Cartoon Q Ranking Study* among kids ages 6-8, Chuck E. Cheese’s character ranks among the top 4 percent of favorite characters ahead of Mickey Mouse, Ronald McDonald, The Flintstones, Barbie and Snoopy.

Frank said rides, games and attractions aren’t the only things that must stay fresh and exciting. Menu items must also evolve and be interesting and desirable for guests. “We started as a pizza only menu, but our menus have developed over time and now include a fresh salad bar, grilled sandwiches, buffalo wings, Italian subs and desserts,” he said. “After 30 years, we continue to enhance the concept to stay in touch with the times and remain true to our mission — to be a place Where a Kid Can Be a Kid(R).”

  * Cartoon Q is an independent industry study conducted yearly by Marketing
Evaluations, Inc. The study measures character familiarity and

About Chuck E. Cheese's

With its lively animated shows starring every kid’s hero, Chuck E. Cheese, and cool games, sky tubes and mazes, Chuck E. Cheese’s is certain to delight kids of all ages. Those looking for a little more action can check out the fun indoor rides like the hovering helicopter, spinning carousel and rumbling bulldozer. Best of all, kids can earn tickets valid toward fun prizes that they can take home to enjoy. Chuck E. Cheese’s offers freshly made pizza, a salad bar, appetizers and desserts for the whole family. The company is headquartered in Irving, Texas, and is on the New York Stock Exchange trading under the ticker symbol (CEC). CEC Entertainment, Inc. consists of 487 corporately owned and operated Chuck E. Cheese’s restaurants and 44 franchise restaurants. The company operates in 48 states and five foreign countries.

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