A year or so ago, fbb and a good friend took a journey with Wrexham and Shropshire, first class - thus including lunch out and dinner back. It was absolutely splendid in every way. But it would seem that the passengers simply weren't there. The service worked under several disadvantages. Because the giant Virgin has protected non-competition rights, the trains had to run (slowly) on the Chiltern line rather than fast from Euston and, more stupidly, were not allowed to run via Birmingham New Street.
could get to Birmingham. Interchange luxury, NOT!
The staff were all enthusiastic and served their (few) passengers with courtesy and consideration. It was an example of what a rail service should be. The food was ample and excellent despite being pre-prepared and from the on-board freezer. It was a lesson in cost-effective train catering.