Rail Catering OPINION
brand. In order to achieve this standard across the onboard operations there is an extensive auditing programme carried out by Starbucks, both of the onboard service during services and off- board with the logistics and supply chain: with stringent targets for elvetino to meet. Additionally, there is the thorny and perennial problem with any ‘franchise controlled’ supply chain: that of the high cost of products and the imposed franchise fees, both reportedly making it difficult for the caterer to make the numbers stack up.
Seeing is believing In June, and as part of an IRCG General Assembly visit to Switzerland, I was lucky enough to visit elvetino’s operation in Zurich and witness the Starbucks café service for myself. Obviously Starbucks is well known for looking to connect with its customers and, together with SBB and elvetino, they certainly seem to have created an inviting area where travellers can relax and enjoy at least part of their journey. Whether one is truly able to access the famous Starbucks ‘Fourth Space’, allowing the time to step away from every day stress, is debatable, given the limitations of the shape of the train and the lack of space and soft furnishings.
The franchise debate So, we ask, should the franchise model be introduced elsewhere? As part of an organisation that
promotes onboard hospitality in the rail industry’s customer service approach, I am always pleased to see such a significant investment in innovation.
Judging by the reaction of my
IRCG colleagues to the General Asembly, many were impressed – and would give their right arm for this level of investment in their own operations. It is also very refreshing to see
a railway company making such an industry-leading investment in new café bars and not just choosing to go to the lowest common denominator (a trolley!) as is promised with the new IEP trains in the UK. From a customer service point of view I think the Starbucks approach certainly has a ‘Wow factor', raising customer interest and encouraging onboard sales. Overall it seems to offer a better quality and more exciting catering service and is well delivered by elvetino. However, the key deciding
factor will, as always, be value for money. If SBB can see the benefits coming through in better publicity, increased customer loyalty and higher ticket sales, perhaps it has a
elvetino staff serving up the Starbucks way
future, and perhaps more trains will be converted. Certainly it does not seem to be sustainable just from catering receipts alone, due to the higher cost of the franchise supply agreements and the reduced catering gross margins for the caterer. This begs the question: if a brand
franchise approach can bring an improved customer service offer and other rail company benefits, are there other cheaper and more sustainable brands that can be used? The answer is probably yes, especially around the fresh food and coffee brands, and it will be interesting to see which other brands are up for it. I suggest that much depends on the success of this initial ‘toe in the water’ experiment by Starbucks.
Watch this space … For more information on rail catering news and issues please contact Roger at
viewfromthetrain@aol.com
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