Chuck E. Cheese's Hipster Makeover

arniejoltarniejolt Weird-Huey Lewis
edited July 2012 in Less Rokk More Talk
I had a friend who worked at Chuck E. Cheese a few decades ago, remembered telling me the first time he got the privilege of donning the Chuck E. costume for a birthday party.

He dropped the cake.

He didn't get fired, but it was also the last time he was allowed to wear the costume.

The company that operates the chain of children's pizza restaurants is retiring the giant rodent's outdated image — and the man who voiced its character for nearly two decades. CEC Entertainment Inc. says it plans to launch a national ad campaign Thursday with a revamped image of Chuck E. Cheese as a hip, electric-guitar-playing rock star.

It's just the latest makeover for the 35-year-old mascot, which started life as a New Jersey rat who sometimes carried a cigar.

CEC Entertainment, based in Irving, Texas, is struggling to revive sales at its more than 500 pizza restaurants, which offer games, prizes and a musical variety show.

In May, CEC said revenue at its locations open at least a year fell 4.2 percent in the first quarter and lowered its outlook for the year.

How does this make you feel?


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