When his first animatronic show was being assembled, Bushnell learned the costume he had bought for his main character, a coyote, was actually a rat, prompting him to suggest changing the name from "Coyote Pizza" to "Rick Rat's Pizza". I think initially it made no fiscal sense, so he shelved it for a while, but then when Atari took off, he had the means to pursue it, plus a built-in distribution model for Atari's new releases." "He wanted to start a business of family-friendly restaurants with amusement park midway games. Cheese was always his (Nolan's) passion project, even before Atari was a thing," said Dabney. Prior to founding Atari, Bushnell would drive around the Bay Area with Atari co-founder Ted Dabney looking at different pizza parlors and restaurants to brainstorm concepts. I chose pizza because of the wait time and the build schedule-very few components, and not too many ways to screw it up." His experience in the amusement park industry, and his fondness for the Enchanted Tiki Room and the Country Bear Jamboree at Disneyland, influenced his concept for Pizza Time Theatre. Cheese's Pizza Time Theatre was founded by Atari founder Nolan Bushnell, who sought to expand video-game arcades beyond adult locations like pool halls to family friendly venues. Parent company ShowBiz Pizza Time also became CEC Entertainment in 1998.Ī girl playing in the now-removed SkyTubes play area.Ĭhuck E.
which began unifying the two brands in 1990, renaming every location Chuck E. The merger formed a new parent company, ShowBiz Pizza Time, Inc. It was the first family restaurant to integrate food with arcade games and animated entertainment thus being one of the pioneers the “family entertainment center” concept.Īfter filing for bankruptcy in 1984, the chain was acquired in 1985 by Brock Hotel Corporation, parent company of competitor ShowBiz Pizza Place.
Cheese's Pizza Time Theatre in San Jose, California. The chain's name is taken from its main character and mascot, Chuck E. Headquartered in Irving, Texas, each location features arcade games, amusement rides and musical shows in addition to serving pizza and other food items former mainstays included ball pits, crawl tubes, and animatronic shows.
Cheese's) is an American children’s family entertainment center chain founded in 1977 by Atari's co-founder Nolan Bushnell.
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