Try comparing the East Coast franchise with the West Coast franchise.
WEST COAST:
- provides the main intercity services from London to Coventry, Birmingham, Wolverhampton, Stoke-on-Trent, Crewe, Chester, Stockport, Manchester, Liverpool, Warrington, Wigan, Preston, Carlisle and Glasgow, plus the North Wales conurbations
- also serves large towns en route such as Rugby, Nuneaton, Tamworth, Lichfield, Stafford, Macclesfield, Runcorn and Lancaster
- occasionally serves Telford, Shrewsbury and Blackpool
- provides a fast service to the Home Counties towns of Watford and Milton Keynes
- serves the Lake District National Park, and the tourist attractions of Chester, Lancaster and Glasgow
- serves Birmingham International Airport
- provides scope for cross-country journeys; i.e West Midlands to Edinburgh, Glasgow to the Lake District
- unpopular rolling stock
- other operators run busy commuter services such as to Wealdstone, Watford, Hemel Hempstead, Berkhamsted, Leighton Buzzard, and Northampton
EAST COAST:
- provides the main intercity services from London to Doncaster, Wakefield, Leeds, York, Darlington, Durham, Newcastle, Edinburgh, Fife, Dundee and Aberdeen
- also serves large towns en route such as Grantham, Newark, Northallerton, Berwick-upon-Tweed and Stirling
- occasionally serves Lincoln, Retford, Hull, Bradford, Keighley, Skipton, Huddersfield, Middlesbrough, Sunderland, Morpeth, Glasgow, Perth and Inverness (or will in the future)
- provides a fast service to the Home Counties towns of Stevenage and Peterborough
- serves the Northumberland National Park loosely, and the tourist attractions of Leeds, York, Newcastle and Edinburgh
- provides limited scope for cross-country journeys (most people will use CrossCountry for a direct link)
- to receive new rolling stock
- open access competition between Sunderland, Northallerton, York, Doncaster, Retford, Grantham, Stevenage and London Kings Cross
From a population point of view, the West Coast franchise has the edge. It operates many services which detour from the mainline to serve large conurbations, while East Coast services tend to stick to larger towns on the main corridor, with its only branch with a frequent service being to Leeds. Passengers come to Euston from a variety of different destinations; from East Coast, this is less so
Although the East Coast currently has a monopoly on through traffic from Edinburgh, First's new franchise (scheduled for 2021, though the cynic in me is sceptical) will provide a challenge, with cheaper fares and non-stop journey times.
Although there is open access competition on the ECML from Grand Central and Hull Trains, the bulk of York passengers will still use Virgin, as will the bulk of Doncaster passengers. Virgin literally has all the London passengers on the West Coast from points north of Birmingham, so people can always make the comparison - but they're still more likely to use Virgin on the East Coast too, as the service is just more frequent.
It's in the nature of the franchises' scope that shows the difference. With the West Coast, there is a multitude of destinations with large populations and their own attractions to serve - Glasgow, Liverpool, Birmingham, Manchester, Edinburgh, Chester - while, with the East Coast, it's just London-Leeds and London-York-Teesside-Tyneside-Edinburgh for the vast majority of the services.
So perhaps we need more imagination on the East Coast. How about London to Nottingham via Grantham? London to Scunthorpe and Grimsby? London to York and Scarborough? Regular services to Bradford Forster Square and Shipley? Virgin's current East Coast plans are a good start - now they need to expand their horizons. Look at all the destinations that Virgin EC serve irregularly. Surely there's some untapped potential?
Virgin need to reduce fares, firstly, to incentivise passengers to travel with them. Deals are a good way to do this, providing that they get publicity - remember their 'hot cakes' offer? Slap on some cheap(ish) fares at weekends from London to Leeds, York, Durham and Newcastle, flog first-class upgrades and ramp up the publicity - and you should generate passengers. It's a start at least.
Virgin Trains is a successful franchise. Virgin Trains East Coast is not. That has to change. And Virgin could start by imitating their West Coast approach - they could do worse, right?