Flix Brewhouse quietly took over both former Alamo Drafthouse locations in El Paso this week, swapping out the signage and rolling in a fresh menu that leans hard into truffle-topped pizzas, a Korean-style BBQ bowl and the chain's well-known in-house beer program. With the rapid-fire switch, El Paso suddenly became the first city in the country with three Flix Brewhouse theaters, a move that followed the abrupt closure of the Alamo-operated sites earlier this month. Company representatives and local staff have pitched the changeover as a quick, job-saving restart for dine-in moviegoing rather than a long, drawn-out shutdown.
Quick rebrand, familiar faces
To show off the changes, Flix hosted a "Pints & Sound Bites" tasting that spotlighted a "Truffle Shuffle" pizza built on an alfredo base with truffles, a five-meat "Butcher" pizza and a Korean-style "BBQ Bowl" finished with a fried egg and house-made kimchi. Vice president of operations David Meillier told attendees the company pulled off the full rebrand in roughly 12 days, focusing on keeping nearly every Alamo manager and most of the existing staff in place so regulars would see familiar faces in the aisles. Meillier also said advance ticketholders should have already received refunds and confirmed that Flix will honor Alamo gift cards for both food and tickets, according to KFOX.
How Flix moved in fast
The El Paso flip is part of a larger deal that saw Flix Brewhouse acquire four dine-in theaters in Texas that had been operated by franchisee Triple Tap Ventures, including the two El Paso locations plus sites in Katy and Lubbock. The purchase bumps the chain's footprint to 15 theaters and about 129 screens across six states. Company leaders said they had been working on the agreement for more than a year and wanted to get the El Paso locations back open quickly, tying presales and a February 23 reopening to the release of "Scream 7," according to KVIA.
What's on the menu, and what's next
Beyond the new pizzas and bowls, Flix is already leaning into programming hooks. The chain teased a March "Fan Fest" screening of "The Big Lebowski" that will come with a themed menu and movie merch, and it has invited local filmmakers to submit independent projects through FlixBrewhouse.com. The pitch to El Paso audiences is simple: keep the core dine-in setup they know, then layer on more events and specialty offerings. Details on the tasting event and the fan fest were highlighted by KFOX.
Local implications
Founded in Round Rock in 2011, Flix markets itself as a "first-run cinema brewery" that pairs on-site craft beer with a full kitchen and first-run titles. Industry coverage notes that this latest acquisition gives El Paso an unusually dense cluster of Flix locations, a setup that is expected to translate into more themed screenings and loyalty offers as the company fully folds the new theaters into its system. Boxoffice Pro reported on the expansion and its place in the broader exhibition landscape.
