For some, rodents and cheese evoke images of a New York subway stop; for others, the combination can only mean one thing: Chuck E. Cheese.
The Irving-based family entertainment restaurant chain has been dishing out pizza and games to young children for years. Now, Chuck E. Cheese is trying out a new indoor active play experience concept called Adventure World, and the first one is set to open in Arlington this November.
The iconic brand has struggled over the years, with parent company CEC Entertainment emerging from Chapter 11 bankruptcy in 2020. Since then, the pizza and animatronics powerhouse has invested hundreds of millions of dollars in revamping its image, making headway among a new generation of kids and parents.
The chain’s latest effort will kick off with a 12,000-square-foot indoor activity center that will span three floors. The concept reportedly expands on the active play space Chuck E. Cheese began trialing two years ago. The Arlington center is expected to be 20 times larger than the current active play areas seen in the original stores.
“When we looked at where the trends are going in the kids area, it’s really leaning into these massive, multilevel active play areas… And who better to do that [than the] number one name in kids, and that’s Chuck E. Cheese.” David McKillips, CEO of CEC Entertainment, said to The Dallas Morning News.
After Arlington, upwards of half a dozen more Adventure World locations are expected to pop up around the country. The effort is part of CEC Entertainment’s strategy to offer more budget-friendly experiences. Following their most recent extensive brand makeover, McKillips said the company identified a huge demand for affordable entertainment from lower-income families.
Last year, Chuck E. Cheese unveiled a new Fun Pass family membership program. Starting from $7.99 a month, passholders can visit Chuck E. Cheese locations as often as they want and receive extra perks, like food and drink discounts.
More recently, the company announced it was launching a digital streaming network, CEC Media Network. The service will be broadcast on over 3,000 digital screens in over 500 Chuck E. Cheese locations, reaching more than 40 million guests annually.