Chuck E. Cheese unveils membership program

Chuck E. Cheese is launching a new monthly membership program. The program aims to provide affordable entertainment for families affected by inflation. The family entertainment chain will offer three subscription tiers. The basic membership starts at $7.99 per month. It includes 40 games per visit and a 20% discount on food and drinks. A higher tier at $11.99 monthly offers 100 games per visit and a 30% discount on food and drinks. The top tier at $29.99 monthly includes 250 games per visit and a 50% discount on food and drinks. In a press release, Mark Kupferman, the company’s executive vice president, said, “Amid rising costs, our goal was to offer great value and develop an easy, fun solution for everyone. We understand families are struggling to find affordable entertainment options outside the home. The company tested the program at some of its 450 locations in the US and Canada.

Affordable fun for families

It sold 350,000 passes during the trial run. The passes can be used by a family with multiple children. Memberships can only be canceled after the first year. However, two-month passes are available at a higher monthly price for shorter periods like summer breaks. Neil Saunders, retail analyst and managing director at GlobalData Retail, said, “The slight issue with subscriptions, however, is that consumers feel they have too many of them and are trying to cut back due to household financial pressures. So, Chuck E. Cheese may find it difficult to persuade all but the most ardent loyalists.” Chuck E. Cheese was significantly affected by the Covid-19 pandemic in 2020. It led to temporary business closures and a Chapter 11 bankruptcy filing. The company emerged from bankruptcy later that year. It is currently seeking a valuation that could reach $1 billion.