Chuck E. Cheese hires chief insights and marketing officer

Name: Mark Kupferman 

New title: Chief insights and marketing officer, Chuck E. Cheese

Previous title: SVP and chief commercial officer, Ruth’s Chris Steak House

Kupferman has over 25 years of experience in marketing strategy, media, advertising and brand experience, according to a press release. His past positions involved “brand development, digital media, menu innovation and … leading high-performing teams to deliver transformational growth,” the company said. 

“His proven expertise and success across the restaurant and family entertainment business is a perfect complement with the most aggressive brand transformation in the Company’s history,” David McKillips, president and CEO of CEC Entertainment, said in a statement. 

What’s on his plate: Kupferman will oversee marketing functions, menu innovation and communications. He will lead the company’s digital marketing and “consumer journey initiatives.” Kupferman will focus on creating and deploying strategies that will help Chuck E. Cheese grow domestically and internationally. He will also direct CEC’s insights and research responsibilities, per the press release. 

The company has been expanding into non-traditional locations this year, partnering with California Dreamin’ Entertainment to set up branded rides and a Chuck E. Cheese-themed children’s area. That deal includes food and beverage offerings like Pasqually’s Pizzeria Restaurant. Kupferman’s past experience with Six Flags and Universal Orlando Resort may be useful as the California Dreamin’ partnership matures.

His position will also cover Chuck E. Cheese’s virtual brands, including Pasqually’s Pizza & Wings.