Chuck E. Cheese parent names 3 execs to support expansion

Dive Brief:

Chuck E. Cheese’s parent company CEC Entertainment has named two new regional vice presidents, Tim Kerum and Adam Shafran, as part of an update to the flagship brand’s corporate structure to support its expansion.
Kerum has been with Chuck E. Cheese since 1992 and will oversee the Southwest region, according to a press release emailed to Restaurant Dive. Shafran has worked for the brand since 1996 and will lead the Northwest region.
CEC also appointed Jim Brawley as chief operating officer and vice president of its Peter Piper Pizza brand.

Dive Insight:

These appointments indicate the company may now be in a strong position to leverage its liquidity to fund operations and growth. CEC filed for Chapter 11 bankruptcy in June 2020 but emerged just months later after reducing its debt obligations.

CEC’s expansion may target the Southwest and Northwest regions given to the two VP appointments. Currently, the Southwest region counts 104 Chuck E. Cheese locations, while the Northwest has 98 locations. There are nearly 600 Chuck E. Cheese locations globally.

“In their new roles, Tim, Adam, and Jim will continue to elevate our mission and sharpen our operations in preparation for growth,” CEC CEO David McKillips said in a statement. “Their demonstrated leadership, strength in developing people, and deep and wide business knowledge will help bring to life the vision of the Chuck E. Cheese and Peter Piper Pizza brands.”

CEC is also looking to expand its smaller Peter Piper Pizza brand, which currently accounts for more than 120 locations. Brawley is responsible for overseeing that growth, as well as the expansion of offshoot concepts Peter Piper Pizza Express and Peter Piper Pizzeria.

These hires aren’t the only initiatives CEC is working on to solidify its recovery. The company recently signed development agreements to open locations in the Caribbean, Latin America, Middle East and Europe. CEC is testing a remodeling effort that includes new technology features and games, and launched a new mobile app and rewards program last year. The company is also focused on recruitment and retention, and recently debuted a new education and scholarship program for its employees in partnership with the University of Arizona Global Campus, among other benefits.