AUSTIN, Texas – Alamo Drafthouse is set to implement a new mobile ordering feature at its theaters, marking a significant shift in how patrons will place food and drink orders. Beginning in February, guests will be required to scan a QR code to access the menu, signaling the end of traditional pen-and-paper ordering at the cinema.
The decision aims to enhance the customer experience by streamlining the ordering process. Walter Stroup, a representative of the theater, highlighted the challenges faced by waitstaff in balancing service between the dining area and patrons during films. Stroup noted that previously, using a call button to summon a waiter could disrupt the viewing experience, prompting the theater to embrace a mobile solution.
Kevin Eby expressed skepticism about the reliance on mobile devices, suggesting that some guests might struggle to focus on their orders without becoming distracted. The new online system will feature a custom-designed dark screen intended to minimize distractions, allowing guests to quietly browse the menu and manage their orders seamlessly.
This mobile ordering system will enable customers to view the full menu, place orders at any point during the film, request additional service, and settle their bills—all from their smartphones. While other dine-in theaters have adopted similar models, Alamo Drafthouse has built its reputation on a strict no-phone policy, which many patrons appreciate.
“That’s honestly the reason why we come so much,” Eby mentioned, defending the theater’s rules. “Some say it’s overly strict, but I say we’ve gotten ourselves to this point of needing to be told not to be on our phones in a movie theater.”
However, this transition has sparked some backlash. An online petition with nearly 2,000 signatures has emerged, urging the theater to revert to its previous analog ordering system. The petition voices concerns about the potential distractions caused by mobile devices, emphasizing that the theater should serve as an escape from everyday life.
Despite the mixed reactions, Alamo Drafthouse has confirmed that it will maintain its rigorous policy against talking and texting during films, ensuring that the viewing experience remains undisturbed. The rollout of the mobile ordering feature will take place at locations across the country starting next month.
