"You hear the blurps and bloops after you pass the food court in the Mall of Georgia on a fall Sunday afternoon, the unmistakable sound of points being scored and players eliminated. Then you see him: Standing in an oversize vitrine is a 6-foot-tall animatronic rodent. He's grinning and waving, but frozen in place, preserved like a museum piece. This isn't an outpost of Chuck E. Cheese, the 48-year-old family pizza chain with more than 460 restaurants in 45 states and another 88 abroad."
"It's Chuck's Arcade, a fledgling new enterprise launched this past summer by parent company CEC Entertainment in an effort to expand the brand's reach to Gen Xers, nostalgic millennials, and teens who have outgrown the flagship. These 13-and-counting old-school arcades are crammed with a dizzying mix of options-elaborate games like Drakons Realm Keepers (flying dragon battles); games tied to Marvel and Jurassic Park and the NBA; arcade classics like Tempest; and analog options like Skee-Ball and air hockey."
Chuck's Arcade is a new chain launched by CEC Entertainment to extend the Chuck E. Cheese brand beyond restaurants. The locations replicate old-school arcade environments with a mix of modern licensed titles, elaborate new games, and classic and analog options like Tempest, Skee-Ball, and air hockey. The outlets emphasize nostalgia to attract Gen X, nostalgic millennials, and teens who have outgrown the flagship restaurants. The Buford, Georgia location features a 6-foot animatronic Chuck and draws couples, families, and groups of teenagers. The concept rolls out across 13-and-counting sites and integrates branded franchises like Marvel, Jurassic Park, and the NBA.
Read at Fast Company
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