Chuck E. Cheese debuts membership program

Chuck E. Cheese is launching its first-ever family membership program in a major U.S. metro market.

The fast-casual pizza chain, which focuses on family entertainment with arcade games and interactive experiences, is introducing a paid membership offering in San Diego. Rollout to additional markets is expected later in 2024.

The program, available in three tiers, follows the limited-time paid “summer fun pass” membership initiative Chuck E. Cheese offered from 2021-2023. The tiers for the new offering include:

Bronze, available for $7.99 per month, which includes:

• 70 play points.
• 200 e-tickets to be redeemed at the Prize Wall.
• 20% discount on food, drink and extra play points on every visit.

Silver, available for $11.99 per month, which includes:

• 115 play points.
• 300 e-tickets to be redeemed at the Prize Wall.
• 30% discount on food, drink and extra play points on every visit.

Gold, available for $29.99 per month, which includes:

• 300 play points.
• 1,000 e-tickets to be redeemed at the Prize Wall.
• 50% discount on food, drink and extra Play Points on every visit.

Overall benefits of the program include:

• One play card for each child in the family.
• Play points and e-tickets that top up and refill every week.
• Surprise bonus benefits throughout the year, including gifts, prizes and more.

Chuck E. Cheese seeks to transform brand

Chuck E. Cheese is piloting its new membership program as part of a broader effort to overhaul its brand, which also includes ongoing remodel efforts to enhance all restaurant locations by the end of 2024. Enhancements to stores in San Francisco, Los Angeles, Fresno and San Diego include new games and technology upgrades, including play passes and play bands, e-tickets instead of tokens and touchless payment. 

Stores will also offer a new entertainment concept featuring the “Chuck E. Live! Show,” a fully immersive dance-along and concert with music, lights and an interactive dance floor, plus new Chuck E. Cheese Trampoline Zones that allow kids up to 52 inches tall to bounce in a safe, enclosed environment. 

"The new Chuck E. Cheese membership program is the easiest, most value-filled and kid-loved program of its kind," said Chuck E. Cheese chief insights and marketing officer Mark Kupferman. "It allows families to visit as many times as they want year-round for one low monthly price, making visiting Chuck E. Cheese affordable for all our guests."

Chuck E. Cheese and its franchisees operate a system of nearly 600 Chuck E. Cheese locations in 47 states and 16 foreign countries and territories.