Dive Brief:
- Fat Brands’ Great American Cookies has partnered with Virtual Dining Concepts to offer cookies for delivery from over 400 Chuck E. Cheese locations, the companies said in an emailed press release.
- Great American Cookies, which has over 400 standalone units according to a franchise disclosure document, is expected to serve its products from nearly 900 locations by the end of 2025 with the addition of this partnership.
- The addition of cookies will help Chuck E. Cheese expand its menu, consumers will have the option of having one, three, six, 12 or 24 cookies delivered. The chain already offers delivery-only desserts from Bobby V’s Cake Slice through Virtual Dining Concepts.
Dive Insight:
Great American’s development has largely been traditional, though Fat Brands franchisees have opened co-branded locations with Marble Slab Creamery. The co-branded concepts have grown to over 160 locations as of the end of 2024 — 15 units opened last year and another 15 are expected for this year. Fat also opened its first tri-branded restaurant with Great American Cookies, Marble Slab Creamery and Pretzelmaker in January.
“Through our newly forged partnership with VDC, the brand will nearly double its reach by end of year, providing an impactful start to the relationship,” Fat Brands Chief Operating Officer Thayer Wiederhorn said in a statement.
Great American Cookies also has the ability to expand its production. Its current manufacturing facility is operating at 45% capacity, Andrew Wiederhorn, Fat Brands chairman, said in July during an earnings call. The facility is on a four acre site and only uses about half an acre, allowing for additional opportunities to expand once the brand reaches 100% capacity.
“With modest capital investment to expand mixing equipment, we can nearly double production capacity,” Andrew Wiederhorn said.
The flavors offered by Great American Cookies currently include chocolate chip, sugar cookie, red velvet, cookies and cream and snickerdoodle, with plans to add seasonal and limited-time offers in the future, according to the press release. Customers can order the products in select U.S. cities via Uber Eats, DoorDash and Grubhub.
