Alamo Drafthouse Employees Strike Over QR Code Ordering System

Unionized employees at the Alamo Drafthouse in Sloans Lake, Colorado, are initiating a strike in response to the dine-in chain's recent transition to a QR code-based food ordering system. The strike is set to commence on Friday, coinciding with the opening weekend of “The Super Mario Galaxy Movie,” which is anticipated to attract significant audiences. The Communications Workers of America Local 7777 represents the workers, who argue that the new system has resulted in "overcomplicated orders, lack of proper coursing, and increased friction between guests and staff."

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Katie Hansen, a member of the Sloans Lake bargaining committee, criticized the QR code system, stating, “The QR system isn’t optional, it’s being forced on every guest. This creates a worse experience for customers and makes our jobs harder, not easier.” Employees report that longtime patrons are expressing their dissatisfaction, with some indicating they will not return due to the changes.

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Alamo Drafthouse, established in Austin in 1997, has built a reputation for its strict policies against phone use during films. In January, the company announced it would replace the traditional pen-and-paper ordering method with a QR code system. The stated goal was to minimize distractions during movies by eliminating last call announcements and checks during the film's climax. However, critics argue that navigating a mobile site can be equally or more distracting than the previous system.

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While Alamo Drafthouse has not publicly commented on the strike, insiders have highlighted successful labor negotiations at its New York locations, where the QR code system was also implemented. The company claims that the transition has led to an increase in subscriptions to its Alamo Season Pass service. However, employees in Sloans Lake contend that management is using the QR system as a pretext for potential staffing reductions, despite assurances that layoffs would not occur.

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The union has raised concerns about management's offer of an “18-hour guarantee,” which they argue is misleading and allows for reduced shifts during lower turnout periods. Additionally, management has sought provisions to limit employee criticism of the QR system.

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The situation at Alamo Drafthouse Sloans Lake reflects a growing tension between management and employees over operational changes that impact the customer experience. Hansen emphasized the importance of service in the Alamo experience, stating, “Replacing that with a forced QR system puts that entire experience at risk. Who comes to the movies to be on their phones?”

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As the strike unfolds, the Communications Workers of America Local 7777 is scheduled to resume negotiations with Alamo Drafthouse management on April 7, 2023. The outcome of these discussions may have significant implications for labor relations within the chain and the overall customer experience at its theaters.

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“Lord of the Rings” star and Austin resident Elijah Wood condemned the changes as a “profound and upsetting mistake” and “antithetical to the ethos of Alamo and those who love the theatrical experience they provide.” — Elijah Wood, Actor

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“We are the front line of the Alamo experience,” — Katie Hansen, Sloans Lake Bargaining Committee Member

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“The QR system isn’t optional, it’s being forced on every guest,” — Katie Hansen, Sloans Lake Bargaining Committee Member

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