Chuck E. Cheese's won't be selling beer Posted On: Sunday, Feb. 10 2008 02:08 AM By Kevin M. Smith
Killeen Daily Herald

Chuck E. Cheese's Pizza in Killeen is alcohol-free and will stay that way.

"Yeah!" said Reita Hill, of Mothers Against Drunk Diving, when she heard the news.

The pizza parlor and arcade franchise aimed at young children withdrew its application to sell beer after customers complained, company spokesperson Brenda Holloway said Friday.

"It got so much negative feedback," Holloway said.

Chuck E. Cheese's, 2303 E. Central Texas Expressway, applied for a permit to sell beer following a public hearing at the Killeen City Council meeting on Jan. 8 that drew no negative comments. The only comments were from Alice Winters, who spoke on behalf of the company in favor of rezoning the property by the Killeen Mall.

About 75 percent of the more than 500 locations in the United States, Canada and elsewhere serve beer, Holloway said. She said customers wrote e-mails and called the company to complain. Holloway said most complaints were to the local manager.

Pam Smith, of Harker Heights, was among those who complained. She had started a petition she hoped to send to the company protesting the sale of beer at the restaurant that boasts, "Where a kid can be a kid."

"I was surprised – upset and surprised," Smith said about when she heard the restaurant planned to sell beer.

She said alcohol makes it no longer a kid-friendly environment.

"It's for kids, it's not for adults who want to drink," Smith said.

Her reaction was different when she heard Chuck E. Cheese withdrew its application for a permit to sell alcohol.

"Oh my goodness, I am so happy," Smith said. "I'm ecstatic."

Smith said she planned to stop taking her 6-year-old twins to Chuck E. Cheese's – something they do about once a month – if it sold beer.

"I'll take them back," Smith said. "They'll be happy, too."

Hill said kids' entertainment should not be mixed with adult entertainment.

"I think that's wonderful that they would listen to the people of the community," Hill said.

Holloway said while it is common for the restaurant to sell beer, the company, on rare occasions, hears complaints about the sale of beer. The protests usually come from residents in small communities, and the company responds by stopping the sale of beer.

The first Chuck E. Cheese's opened in 1977 in San Jose, Calif., according to the company's Web site. In 1984, the parent company, Pizza Time Theatre Inc., was purchased by its competitor, Showbiz Pizza.

"A few years later, it was decided to change the target audience to focus specifically on families with young kids," the Web site states.

In 1992, Chuck E. Cheese's Pizza became the name for all restaurants owned by the company.

"Today, our mission is simple, bring families together in a wholesome environment for fun, games and kids," the Web site states.

CEC Entertainment Inc. is headquartered in Irving.

The restaurant opened behind the Killeen Mall in November 2004 and recently completed an expansion due to its popularity.

Contact Kevin M. Smith at ksmith@kdhnews.com or call (254) 501-7550