The Current Podcast Summary: Chuck E. Cheese’s Melissa McLenas on Becoming a Media Network with Pizza

Podcast Information:

• Title: The Current Podcast
• Host/Authors: Damian Fowler and Ailee Slifring
• Description: The Current Podcast explores insights and inspiration from leaders of influential global brands. Hosts Damian Fowler and Ailee Slifring engage in candid conversations with executives about their career journeys, innovative strategies, and transformative moments. New episodes are released every Wednesday.
• Episode: Chuck E. Cheese’s Melissa McLenas on becoming a media network with pizza
• Release Date: May 21, 2025

Introduction to Chuck E. Cheese’s Media Transformation

In this enlightening episode, hosts Damian Fowler and Ailee Slifring welcome Melissa McLenas, Vice President of Global Media, Licensing, and Entertainment at Chuck E. Cheese. The discussion centers around the company's ambitious transformation from a nostalgic family entertainment venue into a comprehensive media network.

Notable Quote:

“Chuck E. Cheese was born in entertainment. I don't know if you know, but the E in Chuck E. Cheese stands for entertainment.”
— Melissa McLenas [01:27]

Vision and Strategy Behind the CEC Media Network

Melissa McLenas outlines the bold new chapter for Chuck E. Cheese, emphasizing the launch of the CEC Media Network in partnership with the programmatic platform Future Today. This strategic move aims to position Chuck E. Cheese as a global leader in entertainment by expanding beyond physical locations into a digital storytelling hub.

Key Points:

• Transformation: Investing over $350 million into renovating nearly 500 U.S. locations with updated interiors, menu revamps, and new games.
• Media Network: Introduction of large video walls and comprehensive digital systems to enhance the in-venue experience.
• Objective: Drive incremental value and revenue through innovative media solutions.

Notable Quote:

“Our mission is to really drive incremental value and revenue for the company in a new way.”
— Melissa McLenas [01:27]

Content Strategy and In-Venue Programming

Melissa delves into the content strategy of the CEC Media Network, highlighting the creation of engaging, family-friendly entertainment loops that run within their venues. The content is a blend of original productions and curated library pieces, designed to appeal to both children and their parents.

Key Points:

• Content Creation: Developing new original content and leveraging a robust content library.
• Seasonal Updates: Regular updates to keep the experience fresh and relevant throughout the year.
• Engagement: Content designed to engage children while also appealing to older family members.

Notable Quote:

“It has to be relevant for our families, it has to be engaging and it really has to convey everything that our brand stands for.”
— Melissa McLenas [03:50]

Advertising Partnerships and Revenue Streams

The introduction of the media network opens new advertising opportunities. Melissa discusses partnerships with major brands and the integration of programmatic advertising through platforms like Vistar Media. These partnerships are carefully curated to ensure advertisements are family-friendly and aligned with Chuck E. Cheese’s values.

Key Points:

• Technology Partnerships: Collaborations with Panasonic and Vistar Media to support diverse advertising needs.
• Strategic Partnerships: Long-term collaborations with brands like Kidz Bop and Harlem Globetrotters.
• Programmatic Advertising: Leveraging Future Today for CTV and online streaming opportunities.

Notable Quote:

“We have the opportunity to really bring this to partners in a big way.”
— Melissa McLenas [05:54]

Blending Physical Presence with Digital Touchpoints

Melissa explains how Chuck E. Cheese seamlessly integrates physical and digital experiences. The venue features large video walls and numerous strategically placed screens that are synchronized with audio, enhancing the overall guest experience without overwhelming the environment.

Key Points:

• Video Walls: Central focal points in all locations to ensure visibility and engagement.
• Screen Count: Each venue features between 6 to 18 screens, tailored to the venue’s size and layout.
• Audio Integration: Uniform audio piping to complement the visual experience.

Notable Quote:

“Every location has a video wall and that's going to be the focal point of when you walk into Chuck E. Cheese.”
— Melissa McLenas [08:41]

Feedback, Measurement, and Continuous Improvement

Melissa emphasizes the importance of feedback in refining the media network. Utilizing tools like Placer AI and Purview, Chuck E. Cheese measures guest engagement and advertisement impressions to ensure the effectiveness of their campaigns.

Key Points:

• Active Feedback Loop: Engaging with guests through surveys and direct feedback.
• Measurement Tools: Using recognized auditors to track impressions and engagement.
• Continuous Improvement: Adapting content and strategies based on feedback and performance metrics.

Notable Quote:

“Guests are seeing it, they're tuning in and they love the entertainment.”
— Melissa McLenas [11:28]

Honoring Brand Legacy While Staying Relevant

Maintaining the cherished legacy of Chuck E. Cheese while evolving for modern audiences is a central theme. Melissa discusses initiatives like retro character designs and partnerships that honor the brand's history while appealing to new generations.

Key Points:

• Licensing Programs: Over 35 licensees to segment the brand across different eras.
• Character Evolution: Classic and retro versions of Chuck E. Cheese to engage both nostalgic adults and new young fans.
• Experiential Extensions: Launching Chuck’s Arcade and preserving animatronics in select locations for legacy appreciation.

Notable Quote:

“We are a kid first space. So while our content could be developed with co-viewing in mind, there are some Easter eggs that maybe parents will understand.”
— Melissa McLenas [13:18]

Innovation and Future Plans

Looking ahead, Melissa shares exciting plans for further innovation, including potential streaming platforms and enhanced interactive experiences. The focus remains on gamification, augmented reality, and personalized experiences to deepen guest engagement.

Key Points:

• Streaming Network: Plans to launch a Chuck E. Cheese branded streaming channel.
• Interactive Gaming: Exploring AR and personalized gaming experiences.
• Birthday Personalization: Enhancing birthday celebrations with customizable elements.

Notable Quote:

“Gaming is in our DNA. And so, we are always looking and talking to different companies about how we can continue to innovate in that space.”
— Melissa McLenas [19:26]

Personal Insights and Reflections

In the rapid-fire segment, Melissa shares valuable lessons from her career, the importance of collaborative partnerships, and inspirations from other family entertainment brands like Universal. She also recounts memorable moments from launching the media network, highlighting the positive reception from both guests and operators.

Key Points:

• Partnership Philosophy: Embracing collaboration to create mutually beneficial outcomes.
• Inspiration: Admiration for Universal’s growth and innovative fan engagement strategies.
• Favorite Moment: The successful rollout of a choreographed concert series that united guests through shared experiences.

Notable Quote:

“Partnerships can be incredibly powerful and they can serve so many purposes.”
— Melissa McLenas [20:55]

Conclusion

Damian Fowler and Ailee Slifring wrap up the episode by reflecting on the transformative journey of Chuck E. Cheese under Melissa McLenas’s leadership. They highlight the exciting blend of nostalgia and innovation that positions Chuck E. Cheese for future success, ensuring the beloved brand continues to thrive across generations.

Notable Quote:

“It's reassuring that that nostalgia is still alive.”
— Ailee Slifring [28:11]

Key Takeaways:

• Transformative Strategy: Chuck E. Cheese is evolving into a media network, enhancing its traditional entertainment offerings with digital and programmatic innovations.
• Engaging Content: Focus on creating relevant, engaging, and family-friendly content that appeals across generations.
• Strategic Partnerships: Leveraging technology and entertainment partnerships to expand advertising opportunities and brand storytelling.
• Legacy and Innovation: Balancing the preservation of brand legacy with continuous modernization to stay relevant and beloved by new audiences.
• Future Prospects: Ambitious plans for streaming platforms, interactive gaming, and personalized experiences to deepen guest engagement.

End of Summary