CEC Entertainment Inc. has begun offering time-based game play as an alternative to tokens and points at its company-owned Chuck E. Cheese’s locations, the company said Monday.
The “All You Can Play” platform allows for unlimited play, starting at $9 for 30 minutes, the company said. Parents can buy time instead of tokens or points and the time is for all games, any day of the week. Users can also “pause” their time up to two times for meal or restroom breaks.
Gaming tokens, meanwhile, range in price from 20 cents each for 150 tokens, or 25 cents each for 40. Games require varying amounts of tokens to play.
“At Chuck E. Cheese's, we believe in the power of play,” said Ashley Zickefoose, CEC’s chief marketing and concept officer, in a statement. “All You Can Play provides a rewarding way to infuse more play into every day by limiting the restrictions caused by budgets and busy schedules.”
As of the first quarter ended April 1, CEC owned and operated 519 of its 608 units.
All You Can Play one of several initiatives coming from Chuck E. Cheese's this year, including its new loyalty program, More Cheese Rewards, and nationwide third-party delivery.
In late May, the company expanded delivery to more than 345 participating locations nationwide through DoorDash, Grubhub and Uber Eats.
CEC, owned by Apollo Global Management LLC, operates a system that includes the 608 Chuck E. Cheese's and 147 Peter Piper Pizza units, with locations in 47 states and 13 other countries and territories.
Chuck E. Cheese’s ranked No. 62 in Nation’s Restaurant News’ recent Top 200 report, with $838.3 million in U.S. systemwide sales.
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