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What a Mouse in San Jose Can Teach Golf Entertainment
Chuck E. Cheese’s Secret
Terence Daniels & TJ Schier
September 22, 2025 • Estimated Reading Time: 6 minutes
The Playbook | No. 13
Chuck E. Cheese wasn’t built to sell pizza.
It was built to sell tokens. Nearly 50 years later, it remains alive, having cracked the survival code that most golf entertainment brands have yet to master.
Lessons for operators: serve two customers, build better mousetraps, reinvent often, and fix value.
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“I opened Topgolf Gilbert as a bartender.”
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