Uh, oh! Not Chuck e Cheese's

DECEMBER 9, 2008, 3:43 P.M. ET

Calling All Cars: Trouble at Chuck E. Cheese's, Again
By ANNA PRIOR

In Brookfield, Wis., no restaurant has triggered more calls to the police department since last year than Chuck E. Cheese's.

Officers have been called to break up 12 fights, some of them physical, at the child-oriented pizza parlor since January 2007. The biggest melee broke out in April, when an uninvited adult disrupted a child's birthday party. Seven officers arrived and found as many as 40 people knocking over chairs and yelling in front of the restaurant's music stage, where a robotic singing chicken and the chain's namesake mouse perform.

Chuck E. Cheese's bills itself as a place "where a kid can be a kid." But to law-enforcement officials across the country, it has a more particular distinction: the scene of a surprising amount of disorderly conduct and battery among grown-ups.

"The biggest problem is you have a bunch of adults acting like juveniles," says Town of Brookfield Police Capt. Timothy Imler. "There's a biker bar down the street, and we rarely get calls there."

It isn't clear exactly how often fights break out at Chuck E. Cheese's 538 locations. Richard Huston, executive vice president of marketing for the chain's parent company, CEC Entertainment Inc. of Irving, Texas, describes their occurrence as "atypical," saying he has heard of "four or five significant adult altercations" this year. But in some cities, law-enforcement officials say the number of disruptions at their local outlet is far higher than at nearby restaurants, and even many bars. "We've had some unfortunate and unusual altercations between adults at these locations," Mr. Huston says. "Even one is just way too many."

Fights among guests are an issue for all restaurants, but security experts say they pose a particular problem for Chuck E. Cheese's, since it is designed to be a haven for children. Law-enforcement officials say alcohol, loud noise, thick crowds and the high emotions of children's birthday parties make the restaurants more prone to disputes than other family entertainment venues.

The environment also brings out what security experts call the "mama-bear instinct." A Chuck E. Cheese's can take on some of the dynamics of the animal kingdom, where beasts rush to protect their young when they sense a threat.

Stepping in when a parent perceives that a child is being threatened "is part of protective parenting," says Frank Farley, a psychologist at Temple University and former president of the American Psychological Association. "It is part of the species -- all species, in fact -- in the animal kingdom," he says. "We do it all of the time."

Now some towns are asking CEC to step into the ring. Amid pressure from local politicians, some Chuck E. Cheese's have stopped serving alcohol and added security guards who carry pistols.

CEC has been tightening safety rules to deter fighting in other ways. In Milwaukee, the store posted a sign outlining a dress code that prohibits what it calls "gang-style apparel." That location also implemented a code of conduct that prohibits knives, chains, screwdrivers and glass cutters. CEC is considering systemwide signs at popular games such a machine that draws digital pictures of customers to let people know there may be a time or token limit. Making the machines more expensive to use is another option, but Mr. Huston says that is "inconsistent with our value message."

In Pennsylvania, Susquehanna Township police are searching for suspects involved in a Nov. 9 altercation at a Chuck E. Cheese's outside Harrisburg. The police department gets called to respond to disputes at the restaurant as many as 15 times a year, Police Chief Robert Martin says.