Alamo Drafthouse, a dine-in theater chain popular among movie fans, is working to reduce distractions in its movie theaters.
So the Texas-based movie company is introducing a new mobile ordering service that will replace the traditional pen-and-paper method in the hands of servers. Starting in February, Alamo Drafthouse locations will feature a digital system that allows guests to browse menus, order before and during movies, and pay directly from their mobile phones. The custom-built dark screen system is designed to minimize the interruptions currently occurring when guests place orders and pay checks during movie screenings. Despite the need to use phones for hungry audiences, Alamo Drafthouse insists its famous “no talking, no texting” policy will continue and be enforced by its employees.
“Alamo Drafthouse’s new approach aims to improve efficiency while continuing to protect the brand’s signature elevated, immersive and distraction-free way to enjoy movies,” the company said in a press release.
All orders are taken digitally, but food and drinks are delivered to guests by servers. Theaters will be creating new roles for hourly staff, but no jobs will be taken away by the switch to mobile. Alamo has not implemented any layoffs and all base wages will remain the same.
Mobile ordering is already being tested and evaluated in select markets and will be expanded in select theaters in January and rolled out to all theaters throughout the year.
“As the entertainment landscape changes around us, we never lose sight of who we are and continue to evolve as necessary to protect the Alamo moviegoing experience,” said Michael Kusterman, CEO of Alamo Drafthouse Cinema. “By putting order management directly in the hands of our guests, we can move faster and more efficiently, creating a smoother, more responsive experience without unnecessary distractions. This new service model is a custom, smart, and flexible way to strengthen our long-term health, protect our future, and ensure that no matter what’s going on around us, we can serve our guests, support our team, and reaffirm our love for movies for years to come.”
