---
title: "Chuck E. Cheese's New Game Structure Yields Positive Results"
url: https://burnaze.com/article/4c7cfff5-055d-4156-a43e-f5a48f38f390
source: "1851 Franchise"
original_url: https://1851franchise.com/chuck-e-cheeses-new-game-structure-yields-positive-results-2707499
category: "Restaurants"
industry: "Restaurants"
published: 2018-08-15T14:09:26.000Z
modified: 2026-11-01T04:08:56.082Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/287573cec31e3fc07ae20699fe8846ce3272.jpg
---

# Chuck E. Cheese's New Game Structure Yields Positive Results

**TL;DR:** Chuck E. Cheese's introduces an alternative to its classic token-based gaming system, offering unlimited play for a fixed period, which has yielded positive results. The brand's "All You Can Play" offering has increased foot traffic and same-store sales.

*originally published in 1851 Franchise on 2018-08-15. [Read the original](https://1851franchise.com/chuck-e-cheeses-new-game-structure-yields-positive-results-2707499).*

## Story

Chuck E. Cheese has recently introduced an alternative to its classic token-based gaming system. According to a recent article in Nation's Restaurant News, the brand’s “All You Can Play” offering has been a success, increasing foot traffic to the company’s locations. This was first tested in about 100 stores in early July.

The alternative allows guests to pay for time rather than tokens, which allows for unlimited play during that period. The brand’s research showed that families saw a greater value in this offering and as a result, same-store sales increased in the quarter.

“All You Can Play, even without significant advertising, yielded positive dollars. We are hopeful this will be a permanent differentiator for Chuck E. Cheese’s,” said CEO Tom Leverton.

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- Nation's Restaurant News (publication)
- same store sales (topic)
- Chuck E. Cheese (company)
- foot traffic (topic)
- Tom Leverton (person)
- gaming system (topic)
- unlimited play (topic)
- token-based system (topic)

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Originally reported by 1851 Franchise (https://1851franchise.com/chuck-e-cheeses-new-game-structure-yields-positive-results-2707499). Summarized by Burnaze (https://burnaze.com/article/4c7cfff5-055d-4156-a43e-f5a48f38f390).