Avanti West Coast is to launch a new service onboard their trains – where they can have food and drink delivered to their seat.
The train company is to trial at-seat ordering on selected Pendolino trains. Currently, First Class have always had at-seat catering service, this will enable customers in Standard Class to order food and drink and have it delivered to them.
To order, passengers will need to log on to the onboard Wi-Fi using their mobile phone, tablet or laptop and then visit the dedicated page in their browser to choose their refreshments.
Payment is cashless, using either a Debit Card, Credit Card or Paypal. The order is then delivered to their seat by an onboard Customer Service Assistant.
Avanti West Coast is also testing Click and Collect – giving passengers the option to choose food and drink at their seat before collecting from the onboard shop. Those using this will get a notification by text when their order is ready to collect.
The trials are known as At Seat Order and the onboard shop will remain open if customers prefer to buy their food and drink in the more traditional way.
According to the train company, feedback has shown the service has proved successful so far.
Sarah Copley, Executive Director, Commercial at Avanti West Coast.
“We’re always striving to improve the experience for our customers and these new services will let customers choose the most convenient way for them to buy food and drink. The feedback so far has been really positive,” said
“For those travelling on their own or who don’t want to leave their seat – this is a perfect solution.
“Alongside our increased safety measures, this innovation enables customers to pay for their items digitally providing them with even more reassurance when they travel with Avanti West Coast.”
Opening more options to customers
With passengers wanting to stay in their seats, avoiding people and attempting to social distance, the at-seat option gives the chance to take advantage of onboard catering if they need it.
Whilst the buffet car/shop has been disappearing off the rails for years (with train companies preferring trolley service), this is a chance to integrate on-train communications to drive additional revenue onboard, whilst reducing passenger traffic whilst the train is in motion and not sending out a trolley which may have minimal takers.
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