CEC 2004

Chuck E. Cheese's (formerly Chuck E. Cheese's Pizza Time Theatre and Chuck E. Cheese's Pizza) is a chain of American family entertainment centers and restaurants. The chain is the primary brand of CEC Entertainment, Inc. and is headquartered in Irving, Texas. The establishment serves pizza and other menu items, complemented by arcade games, amusement rides, and animatronic displays as a focus of entertainment for the entire family. The brand derives its name from its main animatronic character Chuck E. Cheese, a comedic mouse who sings and interacts with guests. CEC's main competitors are Showbiz Pizza Place (which was revived by a rival company after an initial merger with Chuck E. Cheese's in 1992), along with Peter Piper Pizza and Discovery Zone, the latter two of which are ironically also owned by CEC Entertainment.

Chuck E. Cheese's Pizza Time Theatre in San Jose, California, was the first location to open in 1977. The concept was authored by Atari co-founder Nolan Bushnell, credited with bringing video games such as Pong to the mainstream. Pizza Time Theatre was the first family restaurant to integrate food, animated entertainment, and an indoor arcade The chain merged with competitor Showbiz Pizza Place in 1984, forming Showbiz Pizza Time, Inc. They redesigned the Chuck E. Cheese's and Showbiz logos in 1994, dropping Pizza from each store's name. The Showbiz logo, however, was never used after said chain was shut down in 1992. In 1998, Showbiz Pizza Time, Inc. became CEC Entertainment, Inc., and the company operates thousands and thousands of locations as of March 2014.

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