1. Chuck E. Gets a New Look!
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2. Hello!

4. Chuck E. Cheese is the
Most Popular Mouse in
America!
According to an independent study
conducted by Marketing
Evaluations
Chuck E. ranked 37th overall out of
603 characters in 2011 (top 6%)
Chuck E. Cheese’s is the 2nd highest
brand advertised on kids TV,
surpassed only by McDonald’s
Chuck E. Cheese’s consistently rates
higher than Ronald McDonald and
Mickey Mouse in terms of
likeability and awareness
Source: The Character Q Scores, 1994-2011, Marketing Evaluations, kids 6-8. The Q Score is the quotient of a character’s likeability and awareness.

5. Facts:
- Industry leader for 35 years
- Allocated $37million in marketing for
2012
- 4.8 million kids attend birthday parties
- 4.7 million e-club members
- Over 444,300 Facebook fans
- 1 million+ impressions per month
- 630 bloggers
- Website over 30 million visitors
- 500,000 online reservation birthday

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12. CEC Features
Safety
Kid Check security entry with hand
stamp
Profit
A flexible menu designed for low cost &
high margins
Value
1 Token to play any game
Inclusiveness
Games for all kids
Wow factor
Lots of games in all stores
Unique entertainment
Animatronics, cast and video show
Celebration
Birthday parties with Ticket Blaster
The Chuck E. effect
Chuck E. & friends walk and interact

13. A history lesson
1977 - First Chuck E. Cheese’s opens in California
Nolan Bushnell, founder of Atari, father of video arcade
industry.
1984 – Chuck E. Cheese’s & ShowBiz merge to form “ShowBiz Pizza
Time”
1986 - ShowBiz Pizza Time becomes a publicly traded company in
NASDAQ
1998 - ShowBiz changes name to CEC Entertainment, NASDAQ to
NYSE
2000 - 300th store opens
2003 - 400th company owned store opens
2007 - CEC celebrates 30 years as leader of family entertainment
industry
2012 - Dick Frank (Chairman) celebrates 27 years with CEC

14. CEC Units
570 total stores open
517 corporate and 53 franchised stores
34 international stores open
Operating in 10 countries outside U.S.
Canada, Chile, Guatemala,
Puerto Rico, Saudi Arabia, United Arab
Emirates,
Guam, Mexico , Panama & Peru
26 total franchise partners
13 international franchise partners
Latest partnership in:
Peru / Trinidad / Philippines /UAE / Bahrain
/ Costa Rica / Mexico
2013 openings
Panama / Peru / Mexico / Saudi Arabia

15. CEC 2012 Income (USD)
Revenue:
$803million
Net Income:
$44million
EBITDA:
$159million
Capital Expenditures:
$99million
Shares Repurchases
$14million

16. CEC Guest
Profile
- 90% of the guests order food
- 1/3 of visitors say parent made decision to vis
- Planned visit or 40% of visitors make decision
within
4 hours of arriving
- 20 minutes is average travel time to CEC store
- Birthday parties are typically first exposure a
has to Chuck E. Cheese’s

17. CEC Guest Motivators
A destination family entertainment restaurant
Top 3 reasons for the visit
1. Food and games
2. Kid’s request
3. Reserved Birthday Party
Entertainment drives the occasion for 90% of the time
Kids are motivated to visit for 6 reasons …
1. Play games
2. Kid friendly environment
3. Eating fun food like pizza and ice cream
4. Birthday party
5. Seeing Chuck E.
6. Winning prizes

18. CEC Guest Motivators
Mom is motivated to visit to:
1. Reward her kids
2. Let her kids play off energy
3. Make kid’s Birthday party easy and
fun
4. Enjoy adult conversation
5. Shelter during bad weather
6. Watch her kids have fun

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21. Why franchise
CEC?
• A premium American brand w/over 560 locations
• Largest Family entertainment chain in the world
• Powerful influence in the arcade industry
• Wholesome brand attractive to landlords
• Unique business concept
• No direct competition
• Over 30 years of proven operating success
• A public company traded company (NYSE)
• Menu variety w/local culture flexibility
• Internationally experienced hands-on support
team
• Proven business format thru difficult economic
times