Avanti West Coast launches ‘at-seat order’ catering service

UK train operating company Avanti West Coast has introduced a new service which allows food and drink delivered to customers in their seats.

The group said that whilst customers in first class have always enjoyed being served at their seat, trials are currently taking place on selected Pendolino trains which enable customers in standard to order food and drink and have it delivered to them.

Customers can log on to the onboard Wi-Fi using their mobile phone, tablet or laptop and then visit the dedicated page in their browser to choose their refreshments. Payment is made through debit or credit cards or PayPal, and the order is then delivered to their seat by an onboard customer service assistant.

Avanti West Coast is also testing click and collect – giving customers the option to choose food and drink at their seat before collecting from the onboard shop. Those using this will get a notification by text when their order is ready to collect.

Sarah Copley, executive director, commercial at Avanti West Coast, said: “We’re always striving to improve the experience for our customers and these new services will let customers choose the most convenient way for them to buy food and drink. The feedback so far has been really positive.

“For those travelling on their own or who don’t want to leave their seat – this is a perfect solution.”

She added: “Alongside our increased safety measures, this innovation enables customers to pay for their items digitally providing them with even more reassurance when they travel with Avanti West Coast.”

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