Yes, CeC is trying hard to change its image.
The current incarnation of a parent friendly menu, however, is limited: a few wraps for parents, some salads, beer and wine.
CeC's bigger problem is that it has a bad reputation as being unclean, and basically an arcade for kids.
Giggles needs to differentiate itself by really highlighting that it's more of a playground, and the activities that kids do are geared more toward being active and/or creative. Yeah, there are some video games at Giggles, too, but that isn't what Giggles wants to be known for.
It's kind of like Starbucks and Dunkin Donuts. One wants to create an atmosphere of a coffee shop, a place you can relax and get some work done or hold a meeting, or just sit by a warm fire with a cup of tea and a good book...the other is a place that wants to be known as a quick pit stop for a basic but good cup of coffee while you're getting gas.
Both have a place in the market. As do CeC and Giggles.
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