NEW YORK — Chuck E. Cheese has been given the pink slip.
The company that operates the chain of children’s pizza restaurants is retiring the giant rodent’s outdated image — and the man who voiced its character for nearly two decades.
CEC Entertainment Inc. says it plans to launch a national ad campaign today with a revamped image of Chuck E. Cheese as a hip, electric-guitar-playing rock star.
It’s just the latest makeover for the 35-year-old mascot, which started life as a New Jersey rat who sometimes carried a cigar.
CEC Entertainment, based in Irving, Texas, is struggling to revive sales at its more than 500 pizza restaurants, which offer games, prizes and a musical variety musical show.
In May, CEC said revenue at its locations open at least a year fell 4.2 percent in the first quarter. The company also lowered its outlook for the year, citing factors such as higher prices for cheddar cheese and rent.
According to ShowbizPizza.com, a Chuck E. Cheese fan site, the man who voiced the mascot in commercials since 1993 learned of his replacement only after coming across “Chuck’s Hot New Single” online and realizing it was sung by someone else. The fan site this week published a Facebook post by Duncan Brannan, the mascot’s former voice.
Brannan could not be reached for comment. But in the post, he writes that part of his assignment when he first took on the role was to transform Chuck E. Cheese from “a joke-telling, sometime off-color New Jersey rat” to a lovable, mainstream mouse.
He notes that there were various signs in recent months that suggested he was being pushed out, but that he was assured by the company that he was still the voice of Chuck E.
The Facebook post was republished by The Dallas Observer this week.
CEC Entertainment says that Brannan wasn’t fired but that it simply “chose to utilize new voice talent.”
The new Chuck E. Cheese that launches this week will be voiced by Jaret Reddick, the lead singer for the pop-punk band Bowling for Soup. The Chuck E. Cheese Facebook page now shows a silhouette of a cartoon mouse playing a guitar.
The first Chuck E. Cheese’s Pizza Time Theatre location opened in 1977 in San Jose, Calif. According to ShowbizPizza.com, the founders originally considered calling the restaurant “Rick Rat’s Pizza” but a PR agency figured a rat would be a bad mascot for a pizza chain.
The name Chuck E. Cheese was selected because it downplayed the mascot’s species and forced people to smile when they said it, according to the site. The chain was founded by Nolan Bushnell, who also co-founded Atari and Pong.
FRESNO, Calif. — Federal law now allows visitors to carry guns in national parks, but you can’t just slip a loaded pistol into your backpack and take a hike. Pay attention, because this is a little complicated. You will need a concealed weapons permit to carry the loaded gun in the backpack. But you don’t need any kind of permit if you just want to…
The holiest plant of the Christmas season may be a raggedy shrub with peeling bark that seems to grow best in a dusty backyard in Tempe, Ariz. This is Boswellia sacra, better known as the frankincense tree. The shrub’s gum resin is one of the three biblical gifts that the wise men bestowed on the infant Jesus. Until recently, Americans who wished to cultivate their…
The Rainbows are coming again, and Crook County is prepared. Ten years ago, more than 20,000 members of the Rainbow Family, an international Utopian living group, met to camp, recreate and pray for peace at Indian Prairie, part of the Ochoco National Forest located approximately 30 miles northeast of Prineville. The group’s stay in Central Oregon was largely uneventful. But the influx of visitors and…
A barred owl that drew crowds of onlookers while swooping around at Farewell Bend Park earlier this year may well be dead. The owl was seen from mid-January into last month, regularly hunting for mice and voles along the Deschutes River just upstream of the Old Mill District. It then disappeared about a month ago. Two photographers found a dead owl March 3 about 10…
Move over, large lap pools. Smaller swimming holes are making a big splash. Sure, the economy is playing a role in making this luxury littler: Smaller pool equals smaller budget. But it's more than that, says Brett Berry, owner of Landscape Renderings, a Missouri business that designs and builds outdoor living environments. “You can create a fantastic sense of intimacy and atmosphere with a small…