Dive Brief

Chuck’s Arcade, open in 10 mall settings, offers new and old games meant to appeal to adults and features nostalgic decor from the brand.

Published July 1, 2025

Dive Insight:

That focus on improving entertainment is part of a $350 million investment meant to revive the brand after it emerged from bankruptcy five years ago. The chain redesigned stores and updated menu offerings as well as technology and content, according to Nation’s Restaurant News. The investment included updates to elements like trampolines and dance floors, alongside the installation of new jumbotrons and digital ordering kiosks. Last year, the chain launched a tiered subscription pass, Fun Pass, offering different levels of food discounts and free games per day depending on the tier. 

The transformation of its Chuck E. Cheese locations helped build the “operational and creative foundation” to expand the brand beyond its four walls, David McKillips, CEO of Chuck E. Cheese, said in a statement. 

“Chuck’s Arcade is a natural evolution — an opportunity to extend our arcade legacy into new formats that engage both lifelong fans and a new generation through a curated mix of retro classics and cutting-edge experiences,” McKillips said. 

Each Chuck’s Arcade will feature a rotating mix of games, like Jurassic Park, Halo, Connect Four Hoops, Ms. Pac-Man, Donkey Kong and Mortal Kombat. No two locations will have the same lineup. Each arcade will also house an animatronic character like Chuck E. Cheese or other characters from Munch’s Make Believe Band as a decoration. Some locations will also include retro-themed merchandise, classic logo apparel, toys, novelty candy and prize redemption items.