Chuck E. Cheese introduces value offerings

March 6, 2013

Chuck E. Cheese has introduced a new menu nationwide with updated food options and value meals that include food, drinks and token deals starting at $19.99.

"At Chuck E. Cheese's, we are always looking to update the selections on our menu to reflect the changing needs, tastes and desires of the families that visit us," said Michael Magusiak, chief executive officer at parent company CEC Entertainment Inc. "While we've always provided an environment 'Where a Kid Can Be a Kid,' we think that many parents will be very happy to see that our new food and token value deals are not only fun-and-budget friendly, but also available every day without the need of any coupons."

Chuck E. Cheese locations also feature new menu boards on display at the ordering counters. According to the company, the redesigned menu boards better reflect the company's newly-defined "Promise to Parents," highlight the company's new food and token pricing and provide food nutritional values in an easy-to-read display. They are also updated to reflect recent menu additions such as the company's new cheesy bread and gluten-free pizza and cupcake options.

Chuck E. Cheese's new cheesy breadsticks can be purchased for $5.29 at all store locations in the U.S. and Canada. The company's gluten-free cheese pizza is available for the same $5.95 price as its individual size pizza with traditional crust, and the gluten-free chocolate fudge cupcake is sold for $2.99 in the U.S. and $3.49 in Canada.

In December, the company unveiled a new website outlining its "Promise to Parents" mission, assuring a clean and open game room environment; fresh food; safety; and fun for guests of all ages. The updated mission is one of many efforts Chuck E. Cheese is making as it transitions its marketing message from a kid-heavy focus to kids and parents.

The new value strategy is now being communicated through TV advertising. CEC's marketing expenditures are expected to increase $6 million to $41.4 million in 2013, up from $35.4 million in 2012.

Chuck E. Cheese joins a list of growing restaurant companies focusing more on value offerings as consumers remain squeezed.

Read more about marketing and promotions.

Topics: Customer Service / Experience, Food & Beverage, Marketing / Branding / Promotion, Menu Boards, Operations Management

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