Gen-X, Millennial Parents Opps: Chuck E. Cheese adds adult menu soon after CMO hire (Score 52)

Sales lead: Get in touch to help CEC raise awareness for the new menu. 

• Chuck E. Cheese (CEC) recently added a "Grown-Up Menu" for parents.
• The menu includes four specialty pizzas, wings, meatballs, and desserts. 
• We told you about CEC's new CMO, Mark Kupferman in November.

Target demographic: Gen-X & millennial parents

The company will likely:

• Launch an ad campaign or fresh creative to promote the new menu 
• Increase promotional activity
• Build out the agency roster (recent CMO hire)

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: CEC spent almost $5.5m on national TV ads YTD, a 7% decrease from $6m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped 81% from $3.6m in 2021 to $6.5m in 2022. 
• Ad programming: It placed ads during programming such as PAW Patrol, SpongeBob SquarePants, The Loud House, The Amazing World of Gumball, and Cocomelon. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: CEC spent approximately $5.2m on digital display ads YTD, a 42% decrease from $8.9m spent in this channel during the same time period of 2022. 
• YTD data: 703.6m impressions via Facebook (67%), YouTube (18%), and Instagram (14%). 
• 2021-2022 spend: Full-year spend increased by 14% from $7.9m in 2021 to $9m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, and instagram.com. 

Additional channel insights  

• CEC also utilizes OOH, radio, and local broadcast. 
• Top podcasts sponsored: MURDERISH.

Agency analysis:

• Opportunity: Keep reaching out to the new CMO to try and win some of CEC's business. 
• Current roster:
  • SPM Communications: PR