Can anybody shed some light on what "extensive actions" Arriva North West actually took to turn around the fortune of the depots? Or is is that just PR guff? From what I can tell they cut services, only publicised them on the (poor) website, put up fares and are then are shocked when people don't return to using the bus.
In Macclesfield, Arriva had previously divested interurban routes 391/2, 130 and the Sunday operation of route 38, plus urban routes 1, 11 and 14. More recently post Covid, they reduced the town routes from 6 to 4 (routes 3/4/9/10) by re-routeing route 10 to cover most of withdrawn route 21, and scrapping route 2, leaving just route 3 to serve Weston Estate. They also reduced the size of the local buses by introducing Mellor Stratas to run the town services.
There is some local publicity for changes, and printed timetables are in theory now available once again, e.g. at Macclesfield Library. There is no longer an information office at Macclesfield Bus Station.
However, the bottom line is that running bus services in rural areas and within smaller towns is no longer viable, especially for major operators with higher overheads. This is not specific to Arriva, and also applies in the outer suburban areas of larger conurbations. However, some local authorities such as TfGM are significantly more profligate with their bus subsidies, particularly for evening and Sunday services.
Arriva currently runs the local town services in Altrincham. I presume it won the tender for these highly subsidised services by submitting the lowest bid; they use Mellor Stratas on these services too. Winning this bid in competition with other potential providers illustrates that they are capable of running services economically.
The other adverse factor is the long strike last summer that may have driven passengers away, particularly on route 38 (Macclesfield-Crewe) where there is an alternative provider (D&G).