The rise and fall of Chuck E. Cheese, as the iconic chain struggles amid the coronavirus pandemic
Nolan Bushnell in one of his Pizza Time Theater Restaurants."I always felt that was something that was lacking in restaurants," Bushnell told Fast Company. "I wanted to add a dimension of fun to the act of having a meal."Photo by Ted Thai/The LIFE Picture Collection via Getty ImagesOriginally, Chuck E. Cheese made abrasive and sometimes sexual jokes, aimed at adult customers. But, the chain transitioned to more kid-friendly approach relatively quickly in its early years.
Adam Roberts; the man inside; dresses up as Chuck E. Cheese; rodent restaurateur. And he loves his job. The little ones kiss my nose and say: 'I love you Chuckee.' They pass me notes and drawings; he says.In the '80s, the pizza chain went public, followed by various restructuring efforts as sales slumped. By 1992, all locations of the pizza chain that had grown out of the Pizza Time Theatre concept were rebranded as Chuck E. Cheese's.
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