Just-for-You Food Service

Creative Transport

Just-for-You Food Service

Los Angeles-based Amtrak employees in Operations and Food and Beverage worked together to increase onboard food revenues by introducing a service option that was presented to Coach Class passengers. Amtrak staff found that there was a percentage of onboard passengers that would partake in an upgraded meal option with food that was prepared in the Dining Car but didn’t require the passenger to eat in the Dining Car itself.

The concept program debuted on the Coast Starlight (Los Angeles-Seattle) and later expanded to additional routes out of Los Angeles. Within a matter of months, the trial program added $350,000+ in food sales that would have otherwise been missed revenue.

 

Task

Develop the brand identity for the concept food service program on selected Amtrak routes departing from Los Angeles.