National restaurant news for July 3, 2012

Military discount

Jack in the Box restaurants are introducing a permanent 10 percent discount to military personnel with a 20 percent discount on July 4th, according to a press release from the company.

The restaurant chain will extend a 20 percent discount to military personnel at restaurants in the Upstate South Carolina, Baton Rouge and surrounding areas, Middle Tennessee, and the greater Charlotte area.

In addition, guests who receive a receipt with the #4 will get a coupon for a free burger or sandwich during their next visit.

Chuck E. Cheese gets image makeover

NEW YORK (AP) — Chuck E. Cheese has been given the pink slip.

The company that operates the chain of children’s pizza restaurants is retiring the giant rodent’s outdated image — and the man who voiced its character for nearly two decades. CEC Entertainment Inc. says it plans to launch a national ad campaign Thursday with a revamped image of Chuck E. Cheese as a hip, electric-guitar-playing rock star.

It’s just the latest makeover for the 35-year-old mascot, which started life as a New Jersey rat who sometimes carried a cigar.

CEC Entertainment, based in Irving, Texas, is struggling to revive sales at its more than 500 pizza restaurants, which offer games, prizes and a musical variety musical show.

In May, CEC said revenue at its locations open at least a year fell 4.2 percent in the first quarter. The company also lowered its outlook for the year, citing factors such as higher prices for cheddar cheese and rent.

According to ShowbizPizza.com, a Chuck E. Cheese fan site, the man who voiced the mascot in commercials since 1993 learned of his replacement only after coming across “Chuck’s Hot New Single” online and realizing it was sung by someone else. The fan site this week published a Facebook post by Duncan Brannan, the mascot’s former voice.

Brannan could not be reached for comment. But in the post, he writes that part of his assignment when he first took on the role was to transform Chuck E. Cheese from “a joke-telling, sometime off-color New Jersey rat” to a lovable, mainstream mouse.

He notes that there were various signs in recent months that suggested he was being pushed out, but that he was assured by the company that he was still the voice of Chuck E.

The Facebook post was republished by The Dallas Observer this week.

CEC Entertainment says that Brannan wasn’t fired but that it simply “chose to utilize new voice talent.”

The new Chuck E. Cheese that launches this week will be voiced by Jaret Reddick, the lead singer for the pop-punk bank Bowling for Soup. The Chuck E. Cheese Facebook page now shows a silhouette of a cartoon mouse playing a guitar.

The first Chuck E. Cheese’s Pizza Time Theatre location opened in 1977 in San Jose, Calif. According to ShowbizPizza.com, the founders originally considered calling the restaurant “Rick Rat’s Pizza” but a PR agency figured a rat would be a bad mascot for a pizza chain.

The name Chuck E. Cheese was selected because it downplayed the mascot’s species and forced people to smile when they said it, according to the site. The chain was founded by Nolan Bushnell, who also co-founded Atari and Pong.

More than 6,000 tacos served at Alaska event

BETHEL, Alaska (AP) — It was free taco Sunday in Bethel, Alaska, and more than 6,000 of them were gobbled up.

Flyers went up all over town last month saying a Taco Bell was coming to Bethel. The excitement quickly turned to disappointment when it was discovered that was a hoax.

Taco Bell CEO Greg Creed said the company decided to right the wrong. It flew in the fixings for 10,000 made-to-order tacos at the city’s cultural center.

Creed called it a huge success that touched his employees and prompted a congratulatory phone call from U.S. Sen. Lisa Murkowski.

Taco Bell sent enough ingredients for 10,000 tacos. Since only 6,000 were served, the remaining ingredients were flown back to Anchorage for use at restaurants.