The demise of the restaurant car, and the National Express brand with it

I think the National Express decision is a staggeringly stupid and shortsighted bit of crass anti-brand behaviour, and I’m writing about it for a second time for two reasons. First because as each day goes by I get crosser and crosser about it. And second, because the decision to end the restaurant car service (part of a cost cutting exercise which also causes numerous redundancies in a Norwich call centre), was followed within just a few days by the train company’s announcement that it is putting up fares again, this time by 6% (well ahead of inflation), with the pitiful and deeply ironic claim that they need the additional funds to improve services.

Insult heaped upon ineptitude. It is, as my father’s generation were given to saying, “no way to run a railway”.

The blandest of bland spokesmen appeared on regional television to explain how (in the Wonderland logic that only self-justifying big company spokespersons seem capable of) ‘customers’ would be better off as a result of the combined price rise and service slash. In a press statement the company said (defying logic to an almost awe-inspiring extent) that ‘changing customer needs’ meant that the restaurant car service was no longer required.

This despite evidence that the service is not only popular on the morning services to London and the evening services back to Norwich, but also that it actually makes a profit.

Why do I regard this a ‘brand betrayal’? Why do I take it so seriously? Simply because I take the act of being in business very seriously. I believe in the market and in the prinicipal of enterprise. I believe in profit and I believe that on balance it is a more efficient and effective system than a state-dominated alternative.

BUT, BUT,BUT… it’s a system which relies not only on the exploitation of opportunity, BUT ON THE FULFILMENT OF OBLIGATION… AND ONE OF THOSE OBLIGATIONS IS NOT TO TEAR UP AND THROW AWAY A PRODUCT OR SERVICE WHICH IS VALUED BY (EVEN A FEW) PEOPLE WITHOUT DAMN GOOD REASON.

There simply isn’t a good reason for National Express to scrap this part of the service. They are privileged (not too strong a ward) to have the management of parts of our national railway system within their remit. It’s a fabulous business opportunity for them, and I don’t have an issue with that. But they have forgotten the responsibility that goes with it.

The restaurant car, whether it sounds anachronistic to you or not, was a successful service. Enjoyed and praised by its regular and occasional users. Widely acknowledged in the industry as an excellent service. Probably the only genuine bit of excellence in the whole service. And profitable to boot. Ending it is a crass, unimaginative and brand-ignorant decision and I loathe the company for it.

Date posted: Monday 9th February 2009Back to news home page >