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Chuck E. Cheese's > History

TJ Hartford's Sports Grille

TJ Hartford's Grill & Bar (Formerly TJ Hartford's Sports Grille) was a single restaurant and company created by CEC Corporate on October 1, 2001 and lasting to February 17, 2008.https://web.archive.org/web/20020605030127fw_/http://www.tjhartfords.com/company.html(1) The only location was located at Lewisville, TX (1960 S Stemmons Fwy).

History

TJ Hartford's would begin as a concept within CEC Corporate to grow their restaurant business. As a juxtaposition to Chuck E. Cheese's children-centered marketing strategy, TJ's would appeal to an adult demographic by being a large contemporary dining restaurant- including a bar and multiple dozen TV's scattered throughout the building for sports entertainment. CEC Corporate considered TJ's to be '-a new expansion vehicle to compliment our future growth strategy'.https://web.archive.org/web/20020605030127/http://www.tjhartfords.com/company.html The company would be created as TJH Restaurant Group, Inc. in 2001. The first location would open on October 1, 2001(0), though another source also states September 2001- possibly a soft opening.(2) The restaurant would feature arcade games for additional entertainment, crafting special tokens for the machines. At some point the company would switch to quarters for play.(3) Plans to open a second TJ's in 2002 would be considered, but never materialized.(4)

Rebrand

By April of 2003 the company's logo would change from a more fancy design to a rougher bolder look, alongside its name changed from TJ Hartford's Grill & Bar to TJ Hartford's Sports Grille. The company's website would also be given a brighter and flashier look, now with the slogan 'The Grill is on.' (5)

Marketing Changes

By mid-June of 2004, the company would reduce the cost for playing its arcade games from a quarter down to a nickel. A kids menu would also now be featured in the restaurant, alongside Happy Hour drink specials.(6) By November 29th of 2004 the company would begin offering fundraising parties for companies, where 10% of proceeds from food purchased would be given to the organization. By November 4th of 2006, the location would now offer late night specials.(7)

Closure

The store would close on February 17, 2008.(0) The location, its equipment, and its land would sell in April of 2008 for $1.3 million. In connection with the sale, a $0.8 million grain was also had with 'Other operating expenses'.(8)

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