For decades, food-and-games chain Chuck E. Cheese has billed itself as the place “where a kid can be a kid.”
This week, though, the Dallas-based eatertainment operator announced the launch of Chuck’s Arcade, a spinoff concept geared toward adults who want to forget about that upcoming colonoscopy appointment, at least for an hour or two.
Chuck E. Cheese has opened 10 Chuck’s Arcade locations at shopping malls in eight states (Florida, Connecticut, Oklahoma, New York, Georgia, Texas, New Hampshire and Missouri), with more on the way. The company has more than 500 Chuck E. Cheese locations around the country.
The new concept feeds off the nostalgia the chain hopes its former Chuck E. Cheese fans have carried into adulthood, with a mix of retro video games (like Ms. Pac-Man, Galaga and Donkey Kong) and new titles (including virtual-reality games, racing simulators and offerings like Jurassic Park and Halo), along with nods to Charles Entertainment Cheese and his friends in the form of an animatronic statue standing watch over each location and old-school merch available for sale. Some arcade locations will also include prizes.
The Chuck’s Arcade website bills the concept as, “All the vibes, none of the drama.”
A Chuck’s Arcade and Pizzeria location in Kansas City, Missouri, features a menu of pizzas and wings, as well as beer, wine, soft drinks and Icee beverages. So far, it's the only arcade location serving food and drinks, a Chuck E. Cheese spokesperson said.
“Chuck E. Cheese has spent decades mastering the arcade experience,” CEO David McKillips said in a statement. “It’s in our DNA. Chuck’s Arcade is a natural evolution—an opportunity to extend our legacy into new formats that engage both lifelong fans and a new generation through a curated mix of retro classics and cutting-edge experiences.”
Coming out of the pandemic and a bankruptcy filing in 2020, Chuck E. Cheese has looked to capitalize on the goodwill of fans who are now parents (and grandparents) themselves. The company announced early last year that it was working with a reality TV production company to create a gameshow based on its arcade experience.
And just a couple of weeks ago, word came out that the chain was lending its name to “The Chuck E. Cheese Christmas Special,” an animated show set to debut this holiday season. The cartoon’s development is thanks to parent company CEC Entertainment’s licensing program, launched in 2023, to leverage the brand and its characters in packaged foods, apparel, toys and more.
On Tuesday, Chuck E. Cheese announced a parntership with timeshare firm Westgate Resorts to open the "Mystery Fun House Arcade Experience" this summer at Westgate Vacation Villas Resort in Kissimmee, Florida. The space will include both a Chuck's Arcade and a Chuck E. Cheese Fun Zone for kids, according to a press release.
UPDATE: This story has been updated to include more details on the food and drink offerings at Chuck's Arcade.
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