Sega's GameWorks plans new concept, lunch push-2007Sega's GameWorks plans new concept, lunch push-2007

GLENDALE Calif. GameWorks, the chain of video-game arcades run by Sega Entertainment U.S.A. Inc., is adding a sports-themed concept to the roster of restaurant formats that operate inside the centers.

The company's sixth dining concept, World Sports Grille, is a family friendly grill that will open this month inside a GameWorks unit in Detroit at Great Lakes Crossing Mall, Sega said. A second World Sports Grille is scheduled to open in August at a GameWorks in downtown Seattle.

The other restaurant concepts that operate in the 17 GameWorks that are open across the country are the Arena Sports Bar & Grill, Bowling Bar, GameWorks Grill, Jax Grill and Hopscotch Grill.

In addition, GameWorks' five restaurants in California began testing a new lunch menu called Ctl-Alt-EAT, a take-off on the keyboard shortcut command for "Restart." It features noodle bowls, salads and paninis and other grilled sandwiches. Sega said it expects to roll out the menu to its other 12 GameWorks at a later point.

The week of July 8, Sega said, the chain would launch a limited-time "All Fired Up" menu, featuring nine new grilled items, such as burgers, steaks, kabobs and sandwiches. The menu will be resurrected in September for football season, the company said.

Sega Entertainment is the U.S. arm of Tokyo-based Sega Corp., one of the original partners in the chain that bought out GameWorks in 2005.