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Chuck E. Cheese to Get New Look

The iconic mouse will be replaced soon. Find out who will be the new mascot.

The rat that everyone has learned to love will soon be retiring as Chuck E. Cheese’s mascot, according to media reports.

According to SFBay.ca, the restaurant chain’s parent company, CEC Entertainment Inc., plans to replace the iconic mouse with an “electric-guitar playing rock star.”

Here’s more from the report:

The 35-year-old symbol of pizza, games and annoyed parents started off as a New Jersey rat who was a bit of a wise guy and sometimes touted a cigar. The chain first opened in San Jose in 1977.

According to ShowBizPizza.com, a Chuck E. Cheese fan site, the chain was originally going to be called Rick Rat’s Pizza, but a PR agency — thankfully — thought a rat was not the best thing to highlight when starting a pizza company.

CEC Entertainment, based in Irving, Texas, is having a hard time winning sales back in its 500-pizza-restaurant chain. The image change is part of its efforts to revive Chuck E. Cheese.

In May, revenue dropped 4.2 percent in the first quarter and the company lowered its outlook for the year.

Read the full report here.

The only Chuck E. Cheese restaurant in the Tri-Cities is located at 39839 Mowry School Rd. in Newark.

Johnny C. July 08, 2012 at 03:27 PM
Well I hope it helps their sales ,My Sister had my nephews birthday party there a few months ago set her back $400. Way too much for 8 yr old's B-Day party.
Geoff Burton July 08, 2012 at 06:30 PM
The food sucks I think they need to overcome that hurdle first A rat by any other name is still a rat
M K B July 08, 2012 at 06:46 PM
I agree Geoff. I don't believe changing the mascot will bring more people in and pick up sales. They need to re work their menu, because their pizza is terrible.
Rob Sorensen July 08, 2012 at 09:15 PM
Agreed. The food quality is very forgettable and overpriced. If they'd do less, do it better, they'll have a destination for all age groups.
James Nelson July 08, 2012 at 09:48 PM
Yeah because a Pedophile dressed as a Rock Star is a lot easier to spot than one dressed as a Rat. It's all in the Body Language, ahem.

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