Refresh Chuck E Cheese's retail space.
THE QUICK PITCH
Kids love going to Chuck E. Cheese's for the pizza and arcade games, but to parents Chuck is just a birthday destination - an occasional treat for the kids.
Chuck E Cheese's conducted a study estimating that the average kid wants to go to Chuck 11 times a year, but only makes it 3 times.
Reposition Chuck as an everyday entertainment option for families to increase visits from 3 to 4 times a year.
Parents have growing concerns over their kids sedentary behaviors (playing on an iPad vs outside). It's caused families to favor play spaces that let their kids be active.
For parents, the best thing about a trip to Chuck isn't the pizza or the games. It's the workout. There's no doubt in a parents mind that their kid has gotten their daily dose of exercise after a trip to the Cheese.
Fuse movement and gameplay to show parents Chuck E Cheese's offers a physical play experience.
The fun family member, who's always taking the kids on an adventure.
THE DEEP DIVE
Chuck E Cheese's offers a unique combination of family dining and entertainment options - from pizza to arcade games. Chuck was one of the first family play spaces, but today parents have a lot of other options (see below).
Kids love trips to the Cheese, but to parents Chuck is just a birthday destination. They're thinking of the play space as little as once a year, as an occasional treat for the kids.
Chuck conducted a study estimating the average kid wants to visit 11 times a year, but only makes it 3 times.
Reposition the brand as an everyday entertainment option for families to increase visits from 3 to 4 times a year.
Concerns over kids physical health have caused parents to favor play spaces where their kids can be active and let their energy out:
Concerns over sedentary behavior - like entertaining on an iPad or TV - have made parents feel like they need to constantly monitor their kids activity. Parents feel guilty when they aren't keeping their kids moving.
It's hard to recreate physical play experiences at home (you can't just put a jungle gym in your living room), so parents look outside the house for spaces that let their kids be active.
Chuck is a chaotic playground for parents, but there's no doubt in their minds their child has gotten their daily dose of exercise after spending the afternoon at Chuck E. Cheese's.
For parents, the best thing about a trip to the Cheese isn't the pizza or the games. It's the workout.
Amplify the Cheese's physical play offerings.
- Chuck is already getting credit for being a place to take your kids for their daily dose of exercise, but right now only 20% of the retail floor is dedicated to physical movement.
- We can reposition Chuck in the play zone category. There are a lot of popular zones to compete with, like Jumpology, but none offer the extensive amenities that Chuck already provides.
Fuse movement and gameplay to show parents
chuck E. Cheese's offers a physical play experience.
The fun family member.
- This could be mom, dad, a sibling, or a grandparent.
- They're always taking the kids on an adventure and keeping them active, outside of the house.
Click through the slides to learn more about who they are and how we can reach them.
Fuse movement + gameplay + storytelling to create layers within the play space
We knew physical movement was attractive to parents, but we needed to make Chuck fun for the kids. We created a series of seasonal children's stories to serve as a new narrative for the retail experience, and to get kids curious before the store launches.
The first book, Chuck and the Quest for the Golden Cheese, asks readers to help Chuck on his journey. Kids only get the first chapter and must go to their local Cheese to finish the story - and the game.
THE Retail EXPERIENCE
We then reimagined the retail floor to adapt with these changing narratives, while also integrating movement into every part of the design. Here's how it all works:
Upon entering, families will be greeted with the new Chuck branding. We animated the logo and dropped the 's' from Cheese's (it's hard for kids to pronounce).
On the first floor, kids are briefed on their mission to find a lost Chuck in the cheese forest. They're given digital wristbands to track points and movement, then sent on their quest.
Click to play: Employees become a part of the story by taking on the role of Pizza Rangers
Kids are then free to explore the three game floors by collecting points to move through the story. Different colored paths match the wristbands and the difficulty level of play.
Brand new games fill each floor. All fuse digital screens with an element of physical movement. The physical elements of the games will stay the same throughout every story, but digital elements will change to fit the new narrative.
These core movements will become the physical element of each game:
The digital elements of each game (screens and surfaces) will be interactive:
prizes and pizza
After saving Chuck and finishing the game, families can explore prizes and take a pizza break. When they're ready they can start a new mission.
Click to learn more about our flagship stores, rollout plan, and why this works.
Went to a local Chuck to watch kids play. We got in on the action ourselves, winning the mouse ears in the below pictures.
Talked to parents and Chuck employees about how to build a better play space.
Crimson Hexagon, Simmons, Facebook Audience Insights
WHAT I LOVED MOST ABOUT THIS CASE STUDY was
...being able to reunite with my first ever brand team.