Rail Catering OPINION
Online orders with Czech Rail
Czech rail catering company JLV’s new ‘On-Line Bistro’ is on track to be a winner, says Roger Williams, president of the Rail Catering Group.
JLV has recently won the IRCG’s 'Most Innovative Caterer (MIC) Award' for its new ‘On-line Bistro’ which operates onboard Czech Railways’ Pendolino trains. This is a unique system for rail that allows the customer to order food online whilst they are actually aboard the train and the service comes with a guaranteed delivery to their seat within a 20-minute window. The concept was the brainchild of Jan Vales, who heads up the JLV’s onboard marketing. Recognising that the objective of any carrier is to satisfy the needs of the largest possible number of its customers, Jan wanted to maximise the opportunity for all passengers to gain a benefit from
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the onboard catering services being provided by JLV. Jan said, “Although there is a good level of customer appreciation of the services we provide onboard, including the dining and bistro carriages, we found that there were still a significant number of customers who didn’t want to leave their seats once they were settled there. "Carrying out surveys onboard
the trains we found that this was mainly because of the fact that customers have their luggage, laptops, coats and other items that they just don’t want to leave behind unguarded when they go to the Bistro or restaurant car – especially when customers are travelling alone.”
"We found that there were still a significant number of customers who didn’t want to leave their seats once they were there"
Customer feedback showed more surfing, less eating
“Additionally, we found customers were keen to make the best use of their time onboard to relax or to do work and, especially for many of the younger generation, this includes the use of the onboard wifi services for social networking.” This valuable insight made Jan spy an opportunity to bring the now well-known advance order process alive in the train environment, linking the customers’ desire for food directly with their use of the train’s wi-fi system. These days surfing the web comes before a Surf’n’Turf! Jan went on to explain, “Our
customers’ behaviour was changing and it was impacting
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