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There's a certain irony here.

One of the most famous movie theater chains in the country built part of its brand around telling guests to put their phones away.

Now they're encouraging guests to use them to order food and drinks.
Why? Because it works.

In this clip from Behind the Tab, Jim Matthes of Aloma Cinema & Grill explains why mobile ordering isn't a gimmick or a trend. It's simply a more efficient way to serve guests.
Less waiting.
Faster food.
Fewer bottlenecks.
Better experiences.
Sometimes the best operational decisions are the ones that seem controversial at first and obvious a few years later.

Get the full episode using the Behind the Tab link in our bio.