Hah! The emoji I added appears not to have made it through, which does make that sentence lose its intended tone! I think I needed to add a forum emoji and not one from my phone's keyboard.Really?! Some might say that's rather self-entitled.
Virgin was entirely different, I agree.Sorry to bring this back to VT… but they were good at this as well. Numbers of specific meals taken were recorded, and presumably the quantity of ingredients brought on future trains adjusted accordingly. Their menu certainly seemed to be relatively well optimised, most trains saw a relatively equal distribution of dishes.
I think it's because their whole brand was based on being a bit cheeky, fun, doing a bit extra, possibly a bit showy maybe. I used to go to a Virgin Active gym, and even there the spirit of the brand was carried proudly.
I'm not sure we will see a train operator like that again.
The main aim for TOCs these days is make shareholders money and maybe shuffle some trains about in the process. A shame indeed.