Unionized workers at Alamo Drafthouse’s Sloan’s Lake location announced Tuesday they will strike on Friday over what they call a “disastrous” rollout of the company’s new QR code ordering system and their refusal to address its impacts on employees and customers.
Represented by Communications Workers of America Local 7777, workers said the QR system disrupts the in-theater experience by forcing customers to order through their phones rather than through its traditional pen-and-paper service.
The Texas-based dine-in movie theater chain announced its shift to QR ordering in January, which to “reduce distractions” and, in the long run, make the Alamo experience “even better.”
However, workers said that under the company’s proposals, guests would still need to start their orders through the QR system even when opting for traditional pen-and-paper service.
“The QR system isn’t optional, itap being forced on every guest,” said Katie Hansen of the Sloan’s Lake bargaining committee.
“This creates a worse experience for customers and makes our jobs harder, not easier. I have guests that I have served for 12 years saying they won’t come back again.”
Union members said the system has led to overly complicated orders and increased friction between guests and staff. Workers also said that the shift toward QR-based ordering is being used to justify future staffing reductions, despite the company’s assurances of “no layoffs.”
Negotiations between workers and management broke down after the company offered a deal that proposed an “18-hour guarantee,” which workers say is misleading as it applies only to scheduled hours, not hours actually worked, and allows management to cut shifts based on business demand. The guarantee would also exclude many workers who cannot maintain full-time availability.
Workers also rejected provisions that would limit their ability to speak out against the QR system, including restrictions on wearing workplace messaging and a commitment to refrain from collective actions.
“In exchange for accepting a system that harms both workers and guests, we were asked to give up our voice,” the union said in a statement. “Thatap not a real compromise.”
The decision to strike follows a successful authorization vote, with 94% of participating workers voting in favor.
In addition, the union said the Westminster Alamo Drafthouse recently voted 40-2 to join CWA Local 7777, a decision largely driven by the QR code rollout.
An Alamo Drafthouse Cinema spokesperson said the company is continuing to bargain with the union in good faith, with another session scheduled on April 7.
They noted that they have successfully reached a deal with the union in New York, which also included QR code mobile ordering.
“The QR code mobile ordering has been rolled out successfully in all locations, and an interesting metric of its success is that we have seen an increase in ordering since the implementation,” the spokesperson said.
“The Alamo Drafthouse’s core principle of no talking, no texting, remains unchanged and enforceable.”
They added that the new system is designed to minimize disruptions during the film, especially during key moments like a film’s climax, when staff may still be taking orders or delivering checks.
The spokesperson also said about 85% of orders take place before the film starts, and the Alamo is adopting modern technology as part of an effort to future-proof the theater.
Additionally, the company said no layoffs are occurring. “All teammates have been offered a position in newly structured roles, and current hourly teammates are retaining their base wages,” they said.
