In a value play to appeal to inflation-weary families, Chuck E. Cheese is betting parents would love to subscribe to unlimited visits to the eatertainment chain year-round to earn discounts.
After seeing success with a Summer Fun Pass that attracted more than 350,000 members, Chuck E. Cheese said Monday a similar subscription program will be offered all year for a monthly fee, starting at $7.99.
The extended Fun Pass has three membership tiers, offering 40 to 250 games per visit, plus discounts ranging from 20% to 50% on food and drinks and other “surprise bonus benefits.” The passes can be used at any of the participating 470 Chuck E. Cheese locations nationally.
“We wanted to create a program that makes Chuck E. Cheese more affordable for families,” said Mark Kupferman, Chuck E. Cheese’s executive vice president, in a statement. “Amid rising costs, our goal was to offer great value, and develop an easy and fun solution for everyone.”
Kupferman said the chain has been testing the program in several markets for nearly a year and seeing “great demand.”
Families can either subscribe to the monthly plan, ranging from $7.99 to $29.99, depending on the tier selected. The monthly fee is automatically charged to their credit cards, which can be cancelled any time after the first 12 months.
A Two-Month Fun Pass is a second option, designed for families looking for ways to entertain their kids over a holiday or summer break. It offers unlimited visits for two months for a one-time charge, ranging from $49.99 to $139.99, depending on the tier, but automatically expires after two months.
Both options offer the same benefits at the tiers selected.
Subscription programs have been attempted by a number of restaurant chains, including Panera Bread, Sweetgreen, Pret a Manger, P.F. Chang’s and Taco Bell.
Kupferman said it’s the “biggest, best deal Chuck E. Cheese has ever offered.
“We understand families are struggling to find affordable entertainment options outside the home right now,” he said.
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