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Chuck E. Cheese unveils new interactive website

In an effort to shift its marketing focus to parents, Chuck E. Cheese offers the ability to pre-plan visits to its restaurants.

December 20, 2012

Chuck E. Cheese has unveiled its newly re-designed website, chuckecheese.com, with its "Promise to Parents" mission front and center.

The "Promise to Parents" initiative assures a clean and open game room environment; fresh food; safety; and fun for guests of all ages. These components are laid out clearly throughout the new website.

The new site also includes interactive content, such as online versions of in-store games.

"Chuck E. Cheese's created the website to make it easier for families to pre-plan all the aspects of their Chuck E. Cheese's trip from home," said Randy Forsythe, executive vice president, director of operations at CEC Entertainment Concepts L.P. "Now, guests can effortlessly book a party, learn about our menu, play games and have fun building anticipation for a visit to Chuck E. Cheese's."

Chuck E. Cheese's used a bright and playful layout along with interactive content that promotes dialogue and sharing among users. Special features include:

• A video message from the founder, Chuck E. Cheese about the company's core values, social media content, printable reward calendars and online games that award vouchers redeemable for free tickets.
• Four tabs at the top of the home page, "Plan," "Play," "Share" and "Discover," which allow website visitors to plan their next party or visit, play online versions of in-store games and win up to 40 free tickets, share feedback with the company and discover the latest coupons and value packages.
• Guests can also take a virtual adventure with Chuck E. on the home page and win 30 free tickets redeemable in stores.

"We are excited about having a website that serves as a platform to engage our guests while still providing useful information about our stores," Forsythe said. "Operationally, the website functions in a much more fun and useful manner."

The new website is part of Chuck E. Cheese's marketing shift toward parents, an initiative first announced in the beginning of 2012 and aided with the hiring of Scott McDaniel as chief marketing officer, and The Richards Group as the brand's new agency.

During the company's Q2 earnings call, CEO Michael Magusiak said the redesigned website will not only include a more parent-centric layout, but will also include enhanced tools that allow the brand to better track visitors.

"We believe our greatest opportunity to generate increased guest traffic and comparable store sales is through our new comprehensive marketing and advertising strategy," Magusiak said.

Read more about online initiatives.