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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: 1 minute
The Playbook | No. 13
Chuck E. Cheese wasn’t built to sell pizza.
It was built to sell tokens. Nearly 50 years later, it’s still alive because it cracked the survival code most golf entertainment brands haven’t.
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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