American family entertainment giant Chuck E. Cheese is preparing to open its inaugural Birmingham location at the bustling Star City leisure complex. The plans were revealed as part of an application submitted by the Star City Trustees to transform the vacant former Genting Casino units into vibrant family-friendly attractions.
The application outlines two major developments under one roof: a large indoor family adventure park operated by SuperPark and a Chuck E. Cheese outlet. This Birmingham venue promises to be one of the first in the UK, as part of Chuck E. Cheese’s multi-unit rollout aimed at introducing its unique brand of family fun to a European audience for the first time.
Founded in 1977 in San Jose, California, Chuck E. Cheese combines a fast-food restaurant with an array of children’s entertainment options. Guests can enjoy a menu featuring pizza, chicken wings, and fries alongside amusement rides, ball pits, arcade games, crawl tubes, and musical shows. Renowned for hosting half a million birthday parties annually, Chuck E. Cheese operates over 600 centers worldwide across 45 US states and 17 international locations.
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The UK launch was announced last year, with the Birmingham site expected to be a flagship venue in the West Midlands. The UK iteration is designed to offer a fresh experience tailored to local families while maintaining the brand’s core promise: “Where A Kid Can Be A Kid.”
Mario Centola, COO of Chuck E. Cheese International, said, “Chuck E. Cheese is a global brand that brings families together through the universal language of fun. We’re excited to introduce our unique magic to the UK market with a team that shares our passion for creating unforgettable family moments.”
Meanwhile, Managing Director Alistair Burnett added, “Bringing Chuck E. Cheese to the UK is deeply personal for me. We’re reinventing family entertainment here, providing a destination where children can truly be kids, parents can relax, and lasting memories are made.”
The planning statement for Star City reveals plans to revamp Units 5, 6, and 28, covering more than 4,000 square meters, with alterations including removing mezzanine floors and installing a new glazed entrance. The venture will create 45 new jobs at Chuck E. Cheese alone, supporting both full- and part-time employment.
SuperPark will occupy Unit 28, offering an expansive family adventure park with modern attractions and digital play passes, complementing Chuck E. Cheese’s offerings to enhance Star City’s overall leisure environment. Together, these investments are expected to revitalize a currently underused site, benefiting local economic growth in Birmingham’s Nechells area.
A spokesperson for Chuck E. Cheese confirmed that their UK franchise partner is evaluating multiple potential sites but expressed strong enthusiasm for the future of the brand in Birmingham and across the UK.