If you are referring to 2004 as relatively recently then yes but tbh I think thirteen years is pushing recently to the limit.
Crewing is the one thing VTWC did not run down, they understood that these people were going to have to deliver the all new singing and dancing service that was going to come along in the near future. What VTEC have done is cut and cut and cut to the point they don't have the manpower to deliver the current service nevermind anything new that's going to come along.
It's not the fact they don't deliver the advertised service that is the issue it's the fact they don't have the complement to make sure you high flyers are finely fed on-board, weve created an incredible new and exclusive First Class menu with none other than James Martin. that is the problem.
The point that I was trying to make was perhaps a little more nuanced.
The relevance of the West Coast experience was that the general public (and perhaps even engaged audiences such as this one) have a capacity to forget and move on. Sometimes they have a remarkable capacity to not even notice (witness the recent East Coast website lunacy).
There was lots about the earlier years of Virgin West Coast that's incomparable to 2017; West Coast was preparing to attempt to conquest huge amounts of business from the airlines; there was little empirical experience of running the newly-privatised services etc., etc.
In 2017, by contrast, there is an almost universal trend towards companies reducing headcounts to the absolute bare minimum, and then staffing with the least possible commitment to those staff - witness zero-hour contracts.
Stagecoach is clearly part of that move, and I am suggesting that this is not Ryanair-esque incompetence. Rather, it's a much more cynical move to minimise costs and liabilities in the run up to IET introduction, and use both the Virgin bluster and the newness of the hard product to continue to run down the 'soft' service.
The sausage roll reference was in the context of the £236 one way EC Only King's Cross to Newcastle Anytime First Single, which is where the real yield (not volume) is. My question is how relevant a sausage roll is to those largely business customers, who have little other choice on a monopoly route.
Trying to encourage incremental discretionary leisure travel to soak up excess and off peak capacity through promotions is fine, but have the big spenders been worn-down in terms of their expectations that they really couldn't care less that there's no sausage roll or dishwater coffee? They'll still need to eat when they get home, and if they're driving then they probably won't have an alcoholic drink either.
A few regular and engaged leisure/Advance users joining them in being generally disgruntled and considering their tickets to be distress purchases can be replaced fairly easily (if expensively) by new customers who respond to the Virgin marketing deluge.
That marketing doesn't touch the sides with the £236 customers though; you won't sell any more of those tickets with sausage roll service and a free B Movie.
What it may do is provide the tracking research answer that Stagecoach might want, which is that there's no value in First other than the seat and they can gradually withdraw it and reduce the headcount again. Of course, they would still want to be charging £236 (pro rata) to those who have little choice but to pay it, and the ticket would just become even more of a distress purchase than it already is.
Yet, in the face of reported financial woes, East Coast seems to think that the route out of the mess is to gouge costs out of the business, bleat to the DfT and to target irregular/infrequent low-yield leisure passengers.
I therefore worry that this isn't going to work out well for anyone.