Alamo Drafthouse Launches Mobile Ordering Policy Next Month

Alamo Drafthouse is set to introduce a mobile ordering policy next month, which alters its long-standing approach to customer service. This significant shift will require patrons to use their smartphones to order food and drinks before and during film screenings.

Details of the Mobile Ordering Policy

The new system will roll out in mid-February. Instead of traditional paper order forms, guests must place orders via the company’s app. This change comes despite years of encouraging moviegoers to turn off their phones. Alamo Drafthouse has emphasized that while using the app will be mandatory for ordering, the ban on phone usage for texting and calling remains in effect.

Reactions from Patrons and Critics

• Julian Singleton, a film critic and Alamo Drafthouse patron, described the policy as a “complete reversal” of what the brand represents.
• More than 1,300 people have signed a petition opposing the new ordering method.
• Feedback on social media indicates that many view the changes as “devastating” to the theater experience.

Customers have expressed concerns about potential distractions that might arise from using mobile devices. Singleton noted that ordering via smartphone could be cumbersome, especially for those with specific dietary needs.

Impact on Customer Experience

Longtime patrons like Nick Garza worry that the new policy strips away the unique atmosphere Alamo Drafthouse cultivated over the years. He noted that the theater had become a refuge from incessant phone notifications. With the new system, Garza anticipates a more transactional experience rather than a communal one.

Employee Perspectives

Alamo Drafthouse officials have assured the public that no employees will be laid off as a result of the new policy. However, former employee Tad Kistner expressed skepticism, suggesting that staff morale might decline.

As Alamo Drafthouse prepares for this transition, the future of its unique dining-in-theater concept remains uncertain. Many loyal customers hope their feedback prompts the chain to reconsider its approach to service.