Iconic American chain launching in UK to 'reimagine' market
A popular food and entertainment brand is set to open up locations across the UK.
The US food giant Chuck E. Cheese has announced plans to cross the pond, with several outlets planned.
Founded in California and now headquartered in Texas, the outlet combines food and drinks with family entertainment.
Chuck E. Cheese first announced plans to expand into the UK last December, including plans to open up in Manchester, Glasgow, Birmingham, Leeds, Milton Keynes, and Bristol.
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Now the brand has announced a 'multi-unit agreement', saying it is hoping to 'shake up family entertainment across the UK', though it's not confirmed the exact locations at this stage.
Entertainment includes arcade games and interactive play, as well as food and drink.
Mario Centola, the COO of Chuck E. Cheese International, said in a statement: “Chuck E. Cheese is an incredible global brand that brings families together across cultures through the universal language of fun.
“We’re thrilled to bring our unique magic for family fun to the UK. We have partnered with an outstanding team that shares our passion for delivering unforgettable family experiences.”
The company's managing director, Alistair Burnett, said that he hoped Chuck E. Cheese would 'reimagine family entertainment' in the UK.
In a statement, Mr Burnett said: “Bringing Chuck E. Cheese to the UK is not just a business move.
“Creating family fun has been a passion of mine and, ultimately, my professional career.
“We will be reimagining family entertainment in this market, and Chuck E. Cheese is the perfect brand to lead that transformation."
He added: "Our focus is on delivering a destination where kids can be kids, parents can relax, and unforgettable memories are made every day.”
Operating as a franchise, Chuck E. Cheese has over 600 locations across the US and around the world, with the UK franchises soon set to join them.
Founded in California in 1977, it includes a combination of entertainment and food, including arcade games and rides.
There is also a cast of zany characters to keep children entertained during their visit, including of course the titular company mascot.
While it has previously been focussed on a more US audience in the past, the company has said that it will aim to adapt its offering to a UK audience in the new branches.
This might include themes and entertainment which is more regionally specific.
The new openings in the UK will also mark the brand's first foray into the European market.
Kit Roberts