Chuck E. Cheese's New Game Structure Yields Positive Results

Chuck E. Cheese has recently introduced an alternative to its classic token-based gaming system. According to a recent article in Nation's Restaurant News, the brand’s “All You Can Play” offering has been a success, increasing foot traffic to the company’s locations. This was first tested in about 100 stores in early July.

The alternative allows guests to pay for time rather than tokens, which allows for unlimited play during that period. The brand’s research showed that families saw a greater value in this offering and as a result, same-store sales increased in the quarter.

“All You Can Play, even without significant advertising, yielded positive dollars. We are hopeful this will be a permanent differentiator for Chuck E. Cheese’s,” said CEO Tom Leverton.

Check out the full article here.