CHUCK E CHEESE SEGMENTATION AND TARGET MARKET

Topics: Arcade game / Pages: 4 (1310 words) / Published: Feb 3rd, 2015
Chuck E Cheese Segmentation and Target Market by Kimberly D. Stewart

Marketing 571

Professor John Mullin

Introduction Chuck E. Cheese's Pizza Time Theatre was founded by Nolan Bushnell in 1977, officially being labeled as the first family restaurant to integrate food, animated entertainment, and an indoor arcade.CEC Entertainment, Inc. participates in the food and entertainment industry, as it sells fast food and provides places for family to stay and play together. The food and entertainment industry has been facing challenges. The industry is in a decline. This is because people may be enjoying cooking at home or other ways, which is a cheaper choice. Also, competitors are everywhere, ranging from delicatessens and other pizzerias to fine-dining restaurants. For example, Papa John’s, Inc. and California Pizza Kitchen, Inc. To get more income, the CEC
Entertainment, Inc. needs to unit expansion, improve same-store sales and cut cost.

Demographics Characteristics
Chuck E. Cheese operates kid-friendly themed restaurants catering to families with children between 2-9 years old. While the company defines its age group up to age 12, I can tell you from experience that 10 year olds are not going to Chuck E. Cheeses unless it is as a babysitter.
But for younger kids, this place is Mecca. They have tunnels to crawl through, video games to play, arcade games, prizes and of course, the giant robotic singing characters, including Chuck E. himself. It is truly a place “where a kid can be a kid” and has been for almost 40 years.
Behavioral Characteristics
CEC Entertainment, Inc. develops, operates, and franchises family food and entertainment centers under the name Chuck E Cheese. The Chuck E Cheese’s key products are appetizers, pizzas, salads, sandwiches, beverages and desserts. Their main services include musical entertainment, arcade games, family oriented games and video games. These products and services appeal to family to



References: http://tbe.taleo.net/NA4/ats/careers/requisition.jsp?org=CPK&cws=1&rid=1387; Papa John’s International http://www.annualreports.com/partners/Report/21797www.annualreports.com/partners/Report/21797 04-16-2011). http://en.wikipedia.org/wiki/Chuck_E._Cheese

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