Marketing

Chuck E. Cheese tests a membership program

The three-tiered program starts at $7.99 a month and offers families a weekly ration of gaming tokens and tickets, plus discounts on food.
Chuck E. Cheese hopes the program will make guests more loyal. | Photo: Shutterstock

In a development sure to turn the heads of 8-year-olds everywhere, pizza-and-games chain Chuck E. Cheese is testing a membership program that gives users a fresh supply of gaming tokens and prize tickets every week, plus discounts on food and drinks.

The three-tiered program starts at $7.99 a month and entitles every kid in a family to their own membership card. It's currently available at 13 locations in California. 

Perks in the $7.99 Bronze tier include 70 game play points and 200 e-tickets per week, plus 20% off food and games. The $11.99 Silver tier unlocks 115 points, 300 tickets and a 30% discount, while the $29.99 Gold tier gives 300 points, 1,000 tickets and 50% off food and games. All tiers include special "bonus rewards" throughout the year.

Most of the chain’s games cost 1 point to play. E-tickets can be won from games and exchanged for prizes. For families willing to visit Chuck E. Cheese every week for a year, the gold tier equates to a value of more than $6,000, according to the chain.

But they should be prepared to commit: Once members sign up, they are locked into the program for 12 months. After that they can continue on a month-to-month basis or cancel. 

Chuck E. Cheese is the latest restaurant brand to offer subscriptions, joining Sweetgreen, Panera Bread and others. The 600-unit chain said the program is designed to increase customer loyalty, provide a predictable revenue stream and gather valuable data on guest preferences.

The program is separate from Chuck E. Cheese Rewards, a more traditional loyalty program that allows guests to earn points for every dollar they spend, and the Summer Fun Pass, which offers savings for eight weeks over the summer in exchange for a one-time fee.

It comes as the chain is reportedly considering a sale.

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