Pasquale's Pizza Empire: Chuck E Cheese's Origin Story

In 2020, Chuck E. Cheese launched a delivery-only premium pizza brand called Pasqually's Pizza & Wings, which operates out of Chuck E. Cheese kitchens. The brand was created to offer a distinct, customised eating experience outside of a restaurant environment. Pasqually's Pizza & Wings is named after a fictional character in the Chuck E. Cheese universe. The pizza features a thicker crust, extra sauce, and new blends of cheese and seasoning.

Pasqually's Pizza & Wings is a delivery-only brand operating from Chuck E. Cheese kitchens

The idea behind Pasqually's was to create a premium pizza experience while staying true to the CEC brand. Pasqually's shares kitchen space with Chuck E. Cheese, using the same fresh, high-quality ingredients but with a unique recipe. The pizza features a thicker crust, extra sauce, and new blends of cheese and seasoning, resulting in a more flavorful and premium pizza.

The launch of Pasqually's was not a stunt or experiment but rather a strategic decision to cater to a new segment of customers. Sherri Landry, CMO of CEC Entertainment, explained that the company wanted to focus on launching the brand and ensuring it was well-received by customers. The brand has been a key revenue stream for CEC, especially during the pandemic when dining rooms and arcade rooms were closed.

Pasqually's Pizza & Wings is named after a fictional character in the Chuck E. Cheese universe, specifically a member of Munch's Make Believe Band. The character, Pasqually P. Pieplate, is the fictional chef in the Chuck E. Cheese universe.

The launch of Pasqually's Pizza & Wings highlights a growing trend among restaurants, where they create delivery-only sub-brands to appeal to a wider audience and increase their presence on delivery platforms. This strategy allows restaurants to offer a distinct, customized eating experience outside of their traditional dine-in concept.

Pasqually is the name of the chef in the Chuck E. Cheese universe

The name Pasqually's Pizza & Wings is derived from another favourite member of Munch's Make Believe Band, which is a part of the fictional Chuck E. Cheese universe. The pizza and wings offered by Pasqually's are made with fresh, homemade pizza dough, similar to Chuck E. Cheese, but with a thicker crust, extra sauce, and new blends of cheese and seasonings, creating a more premium pizza experience.

The launch of Pasqually's Pizza & Wings was accelerated by the COVID-19 pandemic, as CEC Entertainment sought to leverage the operational infrastructure of Chuck E. Cheese kitchens to deliver new bold flavours to customers at home. Pasqually's is available for delivery through third-party platforms such as DoorDash, GrubHub, and UberEats, as well as directly from its website.

The creation of Pasqually's Pizza & Wings as a distinct brand allowed CEC Entertainment to target a different demographic, particularly millennials and Generation Z customers, who may have outgrown the Chuck E. Cheese brand but still enjoy the pizza and wings offered. By creating a separate brand, CEC Entertainment could appeal to a wider audience without changing the core Chuck E. Cheese brand, which is geared towards younger kids.

The launch of delivery-only brands by restaurants is a common strategy, with many other chains such as Applebee's, Boston Market, and Chili's adopting similar approaches. These secondary brands allow restaurants to expand their reach and appeal to a broader range of customers without altering their existing brands.

Pasqually's Pizza & Wings uses fresh ingredients and bold flavours to amplify classic pizza and wings

Pasqually's Pizza & Wings is a delivery-only brand that uses fresh ingredients and bold flavours to amplify classic pizza and wings. The pizza chain is owned and operated by CEC Entertainment, LLC, the parent company of Chuck E. Cheese.

Pasqually's was launched in 2020 as a virtual brand, with the aim of offering a distinct, customised eating experience outside of a restaurant environment. The brand leverages the operational infrastructure of Chuck E. Cheese kitchens across the US to deliver its unique flavours to customers' doorsteps.

The pizzas at Pasqually's are crafted with a handcrafted crust, a blend of cheeses, fresh toppings, and Italian seasonings. The wings are twice-baked and come in a variety of sauces, including original, sweet, spicy, and tangy options. In addition to its core pizza and wings offerings, Pasqually's also features a Meatball Mania lineup, which includes all-beef meatballs in dishes such as Meatball Dunkers and a Signature Meatball Pizza.

Pasqually's Pizza & Wings is committed to delivering a bold, robust, and mature taste experience, differentiating itself from the typical children's birthday pizza associated with Chuck E. Cheese. The brand caters to a wider audience, including millennials and Generation Z customers, by offering a more premium and flavourful pizza experience.

The launch of Pasqually's Pizza & Wings as a delivery-only brand is part of a growing trend among restaurants, where they create secondary, delivery-only brands to expand their reach and appeal to a broader customer base.

The launch of Pasqually's Pizza & Wings was not a stunt or experiment

Pasqually's Pizza & Wings is a delivery-only premium pizza brand operating out of Chuck E. Cheese kitchens across the country. It is what is known as a "ghost kitchen", a virtual-only brand that sets up shop inside the kitchens of corporate chains. The launch of Pasqually's was part of a growing trend among restaurants to launch delivery-only brands from their brick-and-mortar kitchens. Other restaurants that have done this include Applebee's, which has Neighborhood Wings, Boston Market with Rotisserie Roast, and Chili's with It's Just Wings.

The benefit of launching a secondary, delivery-only brand is that it allows the primary brand to expand the search categories it can reach on third-party delivery platforms. For example, on these platforms, restaurants can usually only choose from a few categories such as pizza, comfort food, or wings. By launching Pasqually's, CEC Entertainment was able to reach a wider audience and tap into the growing demand for convenience and food delivery.

Pasqually's Pizza & Wings offers a different pizza experience from Chuck E. Cheese, with a thicker crust, extra sauce, and new blends of cheese and seasonings, targeting a more mature audience of millennials and Generation Z customers. The brand also has a unique menu, including items such as Giant Cheesy Bread, Twice Baked Wings, and an Iced Brownie.

The launch of Pasqually's was a successful business strategy for CEC Entertainment, bringing in a key stream of revenue at a time when the company was hit hard by the pandemic.

Pasqually's Pizza & Wings is ideal for millennial and Generation Z customers

Pasqually’s Pizza & Wings is ideal for millennial and Generation Z customers. The brand, which is owned and operated by CEC Entertainment, LLC, was created to offer a distinct, customized eating experience outside of a restaurant environment. This aligns with the preferences of younger consumers who are willing to explore different restaurants online and order food delivery.

Pasqually’s Pizza & Wings is a delivery-only brand, making it convenient for those who want their food brought right to their door. The virtual kitchen concept also allows CEC Entertainment to reach a wider audience, as it is listed on third-party delivery sites like DoorDash, GrubHub, and UberEats. This strategy has been particularly successful during the pandemic when many people are opting for takeaway or delivery meals.

The menu at Pasqually’s Pizza & Wings features bold flavors and fresh ingredients that cater to a variety of tastes. Their pizzas are crafted with a handcrafted crust, a blend of cheeses, a choice of toppings, and Italian seasonings. The brand also offers twice-baked wings in a range of sauces, as well as meatball dishes. These options provide an elevated dining experience compared to the typical Chuck E. Cheese pizza, with a thicker crust and extra sauce.

While some customers may be surprised to discover the connection between Pasqually’s Pizza & Wings and Chuck E. Cheese, the latter's parent company, CEC Entertainment, has stated that Pasqually’s was intentionally created to appeal to a more mature audience while still evoking a sense of nostalgia. This strategy has proven successful, with Pasqually’s receiving positive responses from customers curious to try this new brand.

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