BIG CHANGES Coming To Chuck E. Cheese’s Restaurants

Chuck E. Cheese’s Entertainment is making big changes at select restaurants, seeking better food options for parents, more muted color schemes, and contemporary music.

Robotic mascot performances, food limited to a child’s taste, and a sensory overload of blinking lights and loud ringing bells can make parents feel like Chuck E. Cheese is better for birthdays than a regular day out.

The company has made big changes with full renovations in seven locations, which it hopes will improve restaurants competitiveness against other restaurant chains.

An open kitchen, where families can see their food being made, a central dance floor, updated games, new menu options, and a whole new look are being unveiled in several locations, while the company decides what to incorporate in restaurants nation wide.

The purple and red awnings as well as the mouse mascot’s face are being removed from building exteriors in favor of softer color schemes and new logos.

Yahoo! Finance reports:

“In the last few years, we’ve invested a lot in our food, in our cleanliness, we’ve updated games, you name it we’ve touched it and changed it,” CEO Tom Leverton told CNBC.

The renovation brings in more muted colors, sleeker furniture and brighter lighting in an attempt to improve the experience for adults. The hope is that Chuck E. Cheese’s new spaces and revamped menu will be more inviting.

The new look will be fully rolled out in seven locations, four in San Antonio and three in Kansas City. Leverton said other restaurants will incorporate elements of this new blueprint, but will not be completely renovated, at least not right away.

He told CNBC the company wants to learn from the seven revamped locations before rolling out the new design system-wide.

Other changes include cards for parents to load money on rather than tokens.

The overall mood of the newly renovated restaurants reflect a dining experience where kids can have fun but parents can eat a dinner they prefer over cheese and pepperoni pizza, so a visit to Chuck E. Cheese’s can be a more regular, less party-based experience.

Health conscious parents have healthier options for both themselves and their kids with fresh wraps and sandwiches on a fuller menu.

Yahoo! Finance continues:

Chuck E. Cheese’s exterior is also getting a facelift, ditching the purple-and-red awnings and checkerboard paneling as well as the iconic logo of its mouse mascot Chuck E.

Inside, CEC Entertainment has removed the teal and red booths and tables from the dining room and incorporated more muted tones into the furniture and decor.

“We wanted to use warm woods, neutral tones and really for moms and dads create an environment that competes with other restaurant choices that they have during the week,” Leverton said.

About 15 percent of the company’s sales come from birthday celebrations, Leverton said. So the company has wanted to design a space that would better lure in parents when they decide to eat out.

[…] Chuck E. Cheese’s new kitchen area is designed to be open. The company wants kids and adults to be able to peer inside and get a look at the pizza getting made.

The restaurant has added BBQ chicken pizza, Cali Alfredo pizza, and fresh wraps and sandwiches so that “parents don’t have to sacrifice.”

There are four newly renovated restaurants in San Antonio and three in Kansas City.

Other restaurants will follow suit in steps, after some careful analysis by the company as to what’s appealing best to families.