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As its tagline notes, Chuck E. Cheese has always been the place where “a kid can be a kid.” Now, to get more of them through its doors, it’s undergoing a marketing reset, creating more content and promotions aimed at children, not just their parents.
Mark Kupferman, who joined as Chuck E. Cheese’s chief insights and marketing officer in November 2023, told ADWEEK the brand had conducted months of research with families to inform its new strategy, which is kicking off with the launch of its Fun Pass, a subscription loyalty program that offers discounts on food and arcade coupons.
“If one thing has become clear, it’s that kids are the key proponent of almost every visit and birthday party,” Kupferman said.
“Given that …