Dive Brief:
- Chuck E. Cheese has signed a multi-unit agreement to open in the United Kingdom for the first time, the company said in a Monday press release.
- The expansion also brings the company to Europe for the first time, and will give it a presence on six continents, the company said. It did not say when its first unit will open or how many it will open in the U.K.
- Chuck E. Cheese is the latest brand to expand into the U.K., with Raising Cane’s, Dave’s Hot Chicken and Chick-fil-A all eyeing locations in the market amid strong consumer demand for U.S. restaurant brands.
Dive Insight:
The kids eatertainment chain has been expanding globally and opened its first location in Africa last year near Cairo. That location includes ziplines, a trampoline adventure, ropes course and a climbing wall, in addition to arcade games. The brand also signed a multi-unit development agreement in January 2024 to enter Australia through a partnership with master franchisee Royal Hospitality Group.
The chain’s U.K. locations will have attractions that are tailored to the market, but the chain did not specify what attractions will be included beyond a mix of arcade and “interactive play” elements.
Chuck E. Cheese continues to have a strategic focus on international development. Domestically, the chain has been expanding its reach across the U.S. and is looking at alternative formats for expansion. In July, the chain partnered with Westgate Resorts to provide “immersive gaming experiences” in the Westgate Town Center and Westgate Vacation Villas Resort in Kissimmee, Florida. It also is opening adult-style arcades with Chuck’s Arcade at 10 malls, with plans for more in the future.
Chuck E. Cheese currently has 600 units globally and in 45 U.S. states and 17 foreign countries and territories
