Whether it’s for more food, more fun, or more play, Chuck E. Cheese’s has been bringing families together to enjoy more of the things they love for 40 years. Known as America’s number-one place for birthdays, the brand has made millions of kids’ birthday wishes come true by providing a safe, exciting space for them to celebrate their special day.
CEC wanted to make it easier for busy parents to say ‘yes’ to giving their kids more of the Chuck E. Cheese’s they love all year long.
But even at the place Where A Kid Can Be A Kid®, birthdays only come once a year. The brand wanted to make it easier for busy parents to say ‘yes’ to giving their kids more of the Chuck E. Cheese’s they love all year long—because family fun shouldn’t be reserved for special occasions.
Chuck E. Cheese’s (CEC) was in a unique situation: although it had high brand awareness, its customers tended to view a trip to CEC as a special treat. The brand wanted to make it more convenient and affordable for parents and guardians to bring their kids to Chuck E. Cheese’s for everyday fun—so in September of 2017, CEC asked DEG to help it create and launch its first national loyalty program.
The objective of the program was to offer customers exclusive rewards that would entice them to visit more frequently. DEG would lead the program’s creative development and strategy and provide technical consultation. The brands planned to launch the loyalty program nationwide in February.