“My marketing department just had a shitfit: ‘You can’t call a restaurant a rat place! People think rats are dirty. It’s not going to work,'” he said. “But what if he is a rat but you don’t call him a rat, I suggested. ‘You name it,’ I told them. ‘I don’t give a shit what it is. But it has to be happy.’ A week later, they said, we got the name. And not only is it happy, it’s triple happy: Chuck E. Cheese, you can’t say each one of those without smiling.’
If I recall: Bad pizza, ball pits, video games and animatronics that eerily came to life like clockwork.
If you want real Americana, see ‘The Gobbler.‘
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