Alamo Drafthouse Ditches Paper for Digital Ordering

Alamo Drafthouse is implementing a new mobile ordering system across its theaters, transitioning away from its long-standing pen-and-paper method. This digital platform, set to expand throughout the year following initial tests, will allow guests to browse menus, place orders, and pay directly from their smartphones. The system utilizes a "dark screen" interface designed to minimize light disruption, a move intended to maintain a distraction-free viewing environment.

Despite the technological shift, Alamo Drafthouse emphasizes that its strict "no talking, no texting" policy will continue to be enforced by staff. The company states the new system aims to improve efficiency and responsiveness without compromising the immersive movie-going experience that defines the brand. Food and drink orders will still be delivered to seats by servers, and the transition will not lead to layoffs, with existing base wages remaining unchanged.

However, the change has sparked criticism from some patrons who view the move towards phone-based ordering as counterintuitive for a theater known for discouraging phone use. Social media reactions reflect disappointment, with some users lamenting the loss of the beloved paper ordering system and expressing concerns about the future direction of the chain under new ownership.