Chuck E. Cheese is jumping into some new activities, adding indoor trampolines to over 100 of its locations across California, Florida, Illinois, Maryland, Missouri, New York, Texas, Virginia, and Nevada.
The company plans to continue adding Trampoline Zones to more locations as part of an ongoing $300 million remodel initiative. The objective, according to the company is to “meet the active play needs of young children to improve cognitive, physical, social, and emotional wellbeing.” The trampoline space is available for younger guests under 52 inches tall. Guests can take advantage of the space with all-day jump passes or birthday party trampoline add-ons.
The company is promoting its new Trampoline Zones with a Leap Year campaign, offering 1,000 bonus e-tickets with any purchase of 60 minutes or more of all-you-can-play games via a coupon available at ChuckECheese.com. The offer starts Feb. 5.
“With an event that only happens every four years, we had to jump at the opportunity for our guests to enjoy the new Trampoline Zones across the country,” Chief Insights and Marketing Officer Mark Kupferman said in a statement. “Our Trampoline Zones are a fantastic addition, inviting families to create joyful memories at Chuck E. Cheese, and are just one-of-the- many exciting new experiences awaiting our guests.”
In addition to the Trampoline Zones, upgrades at Chuck E. Cheese include new games, merchandise, technology, birthday party packages, prizes, and a new “Grown-Up Menu.” The brand is also offering new entertainment options outside the fun centers, including content on YouTube and music streaming platforms, as well as partnerships with brands like KIDZ BOP, KidoodleTV, Zigazoo Kids, and more.
The entertainment company continues to recover from a challenging pandemic, including a Chapter 11 bankruptcy in June 2020. The company emerged from bankruptcy by January 2021 and has since hired a bevy of new executives, partnered with Virtual Dining Concepts to launch a LankyBox Kitchen concept, launched its first location-based licensing deal, and more. In December, rumors swirled that the Irving, Texas-based company was exploring a potential acquisition that could be worth over $1 billion.
The chain is part of an attractive eatertainment category that has generated post-pandemic growth amid pent-up demand for experiences. To leverage this trend, Pinstripes took its business public earlier this year, while Dave & Buster’s embarked upon a holistic remodel to modernize its activities, food and beverage program, facilities, and more.
According to Technomic Ignite data, Chuck E. Cheese ended 2022 with about $348 million in sales and about 475 U.S. locations. Parent company CEC Entertainment also includes about 125 international Chuck E. Cheese locations, more than 120 Peter Piper Pizza locations and 400 Paqually’s Pizza & Wings virtual locations.
Contact Alicia Kelso at [email protected]