1 /5 Daniel Tiano: Ive been to this theater many times over the past year and had a 5+ star experience every time up until last night for a single reason: They got rid of paper menus and replaced them with QR codes.
This is a rampant, pervasive trend that should have ceased when the Covid public health emergency ended in 2023. I can see the argument for restaurants- cost savings, able to change the menu without having to reprint, easier for wait staff (I think?), and integration with point of service payments, to name a few. These dont outweigh the downsides for the diner of having to fiddle with a phone at a dinner table, but I can at least see why a restaurant might consider QR code menus.
But a luxury movie theater with food service?? QR code menus make absolutely no sense for several reasons.
The most obvious issue is that using a QR code menu is completely antithetical to the first rule of going to a movie theater: turning your phone off and putting it away. If I want to order food during the movie, nothing will ruin the experience more than taking my phone out and staring at the screen. Not just for me, but the moviegoers around me as well. There was absolutely nothing wrong with the paper menus that Cinepolis used to have. I would look at the menu using the light from the movie screen, press the service button on the seat, and order- simple as that. Furthermore, these paper menus were well done and visually pleasing.
The next issue with these QR menus is that the internet at Cinepolis is non-functional. Yes, there is a guest wifi network, and yes, I can connect to it. But it does not connect to the internet or bring me to any portal to connect. It just doesnt work. So, I have to rely on cell service, which is poor inside the theater. The internet connection issues alone add probably 3-5 minutes to the food ordering process. Put another way, it distracts me from the movie for an additional 3-5 minutes.
Next, not everyone owns a smartphone. One should not have to purchase a several hundred dollar device with an internet plan to order food off a menu.
Finally, the user interface in the QR menu is awful. Of course, this is ubiquitous with pretty much all QR menus. I dont want to have to navigate back and forth between menus and scroll up and down just to look at drinks. Its just clunky, and again, the last thing I want to be doing at a movie theater or restaurant is fiddle with my phone. Glancing at a paper menu is infinitely more intuitive and familiar, and cannot be beat by a QR menu.
Also, 2 unrelated issues- First, what happened to the BBQ chicken pizza?? That was my favorite menu item and it wasnt on the menu. Next, we ordered a starter to share and 2 entrees. One entree came out first, followed by the starter, followed by the next entree, each separated by about 5 minutes. If anything, the starter should arrive first, followed by the entrees simultaneously.
A quality dining experience justifies an extra few dollars per movie ticket, which I was happy to pay to watch a movie at Cinepolis. I can get over the lack of the BBQ pizza and service issue on this one visit. But, as minor as it may seem, the QR code menus are irredeemable. This is absolutely a 5-star theater, but this issue warrants a 1-star review.
Fortunately, there is an easy remedy. You already have the paper menus printed, and the QR code stickers at each seat. Why cant the menu simply be left on the desk next to each seat, as it used to be? This gives the moviegoer the option to either use the paper menu and service button, or the QR code.
Cinepolis management, I urge you to correct this mistake, or at least help your patrons understand why the paper menus are no longer used. If I learn of the reason for the QR menus and think its justifiable, or the paper menus are reimplemented, I will happily revise this review to 5 stars.