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Issue Date: Vol. 52, No. 5, May 2012, Posted On: 5/8/2012

Chuck E. Cheese's Q1 Comp Store Sales Drop 4.2%

Marcus Webb
CEC Entertainment Inc., Chuck E. Cheese's, Chuck E. Cheese's first quarter, amusement business, family entertainment center, children's entertainment, Michael Magusiak, Chuck E. Cheese's marketing

IRVING, TX -- CEC Entertainment Inc., parent of Chuck E. Cheese's, reported that comparable store sales decreased 4.2% for the first quarter of 2012, ended April 1, compared with the first quarter of 2011.

Total revenues for the first quarter decreased 3.8%, or $9.6 million, to $246.8 million, from $256.4 million for the first quarter of 2011. Net income for the2012  first quarter decreased 5.2% to $32.3 million, compared with $34.1 million for the first quarter of 2011.

CEC president and chief executive Michael Magusiak said he was "disappointed" by decreased comparable store sales. CEC will seek to boost traffic and sales through a comprehensive marketing and advertising campaign that will be introduced in the second half of this year, he said.

New marketing tactics will include targeting parents rather than children with advertising. A redesigned Chuck E. Cheese cartoon mascot will be introduced in July and a new website will go live in the fall.

In unrelated news, a recent blog post in The New York Times by professor Thomas B. Edsall of Columbia University asserted that sophisticated new data analysis reveals that typical Chuck E. Cheese's customers are Democrats whose election-day turnout is rated "low." Republicans tend to favor Arby's and Outback Steak House, said Edsall, while McDonald's and Burger King attract a bipartisan customer base.

CEC and its franchisees operate a system of 558 Chuck E. Cheese's stores located in 48 states and eight foreign countries or territories.

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