In February, Alamo Drafthouse—the theater chain known for its food and drink service, retro branding, and diverse film programming—started rolling out a major operational change. The brand phased out its on-paper food and drink ordering system for a QR code system that requires viewers to order from their phones. The move was designed to solve a host of operational problems for the brand’s employees and guests. Then, the uproar began. “This hurt more than, like, most of the breakups I’ve had,...

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