The Alamo Drafthouse: Case Study #1
1Use the “Strategic Service Vision” framework to describe Alamo Drafthouse in terms of target
market segments, service concept, operating strategy, and service delivery system.
Target segments are critical in business. Tim and Carrie learn this when they started their first
business in Bakersfield, CA. The concept they had wasn’t bad, but the demographic wasn’t a
good fit and so their business failed. I thought it was interesting that of all things to take over the
business a church was what took it. The Alamo Drafthouse their second business now in Austin,
TX is the center of college students, young men and high tech people which mostly seem to
enjoy smaller independent or second shown films, but with a twist…real food and alcohol. The
service concept is interesting as their philosophy is to not give the best service, rather when a
customer is ready they’ll drop an order form and the employees will come get it ready. It’s a no
frills kindof a joint. There is a self-service in the lobby as well. Apparently customers actually
don’t seem to mind this type of operation as sometimes you just want to go in, take care of your
own business and get going. I can understand that mentality, sometimes after work or school you
just simply don’t want to think much anymore or deal with having a conversation (as bad as that
sounds sometimes it’s just true.) The operation strategy here is to self serve and by offering that
