Chuck E. Cheese's rolls out new Play Pass game card system nationwide

DALLAS, Nov. 30, 2016 /PRNewswire/ -- Chuck E. Cheese's is slowly phasing out tokens in favor of Play Pass, its new tap-to-play game card system which uses RFID (Radio Frequency Identification) technology. The company has completed installing the system at nearly 200 locations, with the rollout to remaining U.S. restaurants continuing through the end of 2017.

"Our guests have enthusiastically accepted the new cards as a replacement to tokens," said Mahesh Sadarangani, SVP of Strategic Initiatives at CEC Entertainment. "The benefits of Play Pass are endless, beginning with discounts and rewards we can program on the card, and no more token jams!"

Play Pass provides guests with an enhanced experience that is cleaner and easier to use. The RFID technology allow guests to easily tap their Play Pass card to the game reader to immediately start playing, which guests prefer to swiping. Games will still continue to give out tickets which can be redeemed for prizes.

The programmable card also enables the restaurant to offer discounts during certain times of the day or week, including "Unlimited Play" which is offered with the Mega Super Star birthday package and "Half Price Tuesdays" when game prices automatically reduce every Tuesday. In addition, the cards give the restaurant the ability to reward loyal customers.

"We've been talking to parents and kids, and they're embracing the new Play Pass system," said Tom Leverton, CEO at CEC Entertainment. "We're able to easily monitor which games aren't being played as much and switch them out for new or more popular games. This is a whole new level of customer service that we're really excited about."

Every restaurant will have two card balance readers and two customizable, self-service kiosks capable of accepting tokens, currency, and credit cards. Additional kiosk features include guest registration setup, new game card issue and recharges. The new functionality gives parents and children the ability to keep track of their point totals and recover the points if the cards are lost.  

Even though Chuck E. Cheese's doesn't charge a fee for the Play Pass card, each restaurant sells colorful, coil bracelets for kids to wear for a nominal price, which easily attaches to the Play Pass card so they can't accidently lose or drop their cards.

Although tokens have always been and will always be a rich part of Chuck E. Cheese's history, the company began testing the game card system in Dec. 2014 in Killeen, TX with the goal of improving the interactions and experiences guests have while playing games. After a successful first run, the test expanded to 40 restaurants shortly thereafter and in Nov. 2015, the company decided to roll out the new system in all company-owned restaurants nationwide.

About CEC Entertainment, Inc.

For nearly 40 years, CEC Entertainment has served as the nationally recognized leader in family dining and entertainment and the place Where A Kid Can Be A Kid^®. Chuck E. Cheese's goal is to create positive, lifelong memories for families through fun, food, and play. It is also the place where more than a million happy birthdays are celebrated every year. Each Chuck E. Cheese's features musical entertainment, games, rides, and play areas for kids of all ages, as well as a variety of freshly prepared dining options. Committed to providing a fun, safe environment, Chuck E. Cheese's helps protect families through industry-leading programs such as Kid Check^®. As a strong advocate for its local communities and childhood education, Chuck E. Cheese's has donated more than $14 million to schools through its fundraising programs. Additionally, Chuck E. Cheese's supports its national charity partner, Big Brothers Big Sisters, through nationwide fundraisers and donation drives. The Company and its franchisees operate a system of 598 Chuck E. Cheese's and 144 Peter Piper Pizza stores, with locations in 47 states and 11 foreign countries and territories. For more information, visit chuckecheese.com and peterpiperpizza.com or connect with us on social media.

For more information, please contact:

Christelle Dupont, PR Manager
[email protected]
972-258-4223

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SOURCE CEC Entertainment, Inc.

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