Chuck E. Cheese responds to rumors after viral video

Family restaurant and entertainment chain Chuck E. Cheese was recently sent scrambling after an old urban myth went viral online.

The incident underscores how quickly crises can threaten a brand’s image, no matter how unsubstantiated the information shared.

Eater reported:

The theory was propagated online this week by YouTube personality Shane Dawson. In his video, Dawson investigates the claim by visiting a Chuck E. Cheese’s location and ordering two pizzas, both of which come out with weird mismatched edges. One pizza — half pepperoni, half plain cheese — appears to be two different pizzas sliced in half and pushed together to resemble a whole pie. Dawson goes on to heavily imply that the pizzas aren’t in fact fresh pies made from one ball of dough and one bake, as one would assume a newly ordered pizza would be at a reputable slice joint, but reused slices from other pizzas that have been reheated and reformed into a circular pie.