Alamo Drafthouse Goes Mobile, Getting Rid of Pen-and-Paper Food Orders to ‘Protect the Moviegoing Experience’ (EXCLUSIVE)

Alamo Drafthouse, the dine-in theater chain that’s popular among cinephiles, is trying to reduce distractions at the movies.

So the Texas-based cinema company is introducing a new mobile ordering service that will replace the traditional mode of pen-and-paper at the hands of servers. Starting in February, Alamo Drafthouse locations will utilize a digital system that will let the guests browse the menu, order prior to and during the film, and pay directly from their phones. The custom-built, dark-screen system is designed to minimize interruptions that currently take place as guests are placing orders and paying their checks while the movie is playing. Despite the necessity of phone usage for any hungry audience members, Alamo Drafthouse maintains that its famous “no talking, no texting” policy will remain in place and enforceable by employees.

“Alamo Drafthouse’s new approach aims to improve efficiency while continuing to protect what makes the brand special: an elevated, immersive, and a more distraction-free way to enjoy movies,” the company noted in a press release.

Although the ordering is all digital, food and drinks will still be delivered to guests by servers. There will be newly structured roles for hourly staff at theaters, but this switch to mobile won’t take away any jobs. Alamo isn’t implementing any layoffs and all base wages will remain the same.

The mobile ordering, which has already been tested and evaluated in select markets, will expand at certain theaters in January, with plans to roll out across all their theaters throughout the year.

“We continue to evolve, as we must, to protect the Alamo movie-going experience as the entertainment landscape shifts around us, without ever losing sight of who we are,” said Michael Kustermann, CEO of Alamo Drafthouse Cinema. “Putting ordering control directly in our guests’ hands allows us to move faster and more efficiently, creating a smoother, more responsive experience without added distraction. This new service model is a custom, smart, and flexible way to strengthen our long-term health, protect our future, and ensure we can continue serving our guests, supporting our team, and reaffirming our love of cinema for years to come, no matter what’s happening around us.”