Daimler
Member
...but my argument is that one reason it may* have lost money was through having so many staff (55 employees for three return trips?) - running with just two employees per trip (and getting the "back office" functions done by ATW/Chiltern) would have brought the cost-base down and maybe made it profitable?
* - I say "may" because until we know all the facts I don't want to gossip about certain things
I don't know...I think on a journey of that duration some catering facilities as pretty much necessary for passengers to bother travelling - WSMR tried to make their money by offering a superior service on their direct train - if people weren't able to buy something to eat/drink on their (long!) journey to London, they may well have opted for the faster service, albeit with a change. I would be interested to know, though, how many members of staff were required on each service (I only ever saw four, as far as I can remember - driver, guard, and two buffet staff).
I think their best bet for making some money would have been stopping at the major West Midlands stations, where they may have attracted people from other services through (relatively) low prices and superior service. I wonder if too many of the people I saw on WSMR were travelling on very cheap advance tickets - stopping at the large towns/cities in the West Midlands may have given them additional 'turn up and go' custom.
Fundamentally, though, they were competing against subsidised services, so one does wonder if they could ever have succeeded - I do hope so, as if not, as I've said (more than once!
), it's a sad indictment of the way the railways were privatised - to see the costs of the railways rise dramatically as they were privatised, but without the supposed benefits of 'privatisation' really is most galling.
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