Some personal thoughts, for what they're worth, from yesterday's down Chieftain.
Boarded at Newcastle. Coaches J and L very cold; Coach M was warmer.
Coach J filthy. Carpets covered in accumulated grit and dirt, understandably brought on board given the prevailing inclement conditions, but perhaps no tools to deal with en route. Looked very poor, however. Seats in our bay covered in food debris, two in particular.
Inverness crew prepared service very quickly and pro-actively (and repeatedly) suggested moving to Coach M, but we preferred to stay in the Quiet Coach and keep coats on. Food orders taken straight away, and cold and hot drink trolleys followed straight after.
Cold drinks were nicely chilled, although this could well have been ambient from pre-loading storage.
I had the chicken and potatoes. A few pieces of good quality chicken, with a few lumps of onion and mushroom, in a gelatinous gloop. Tasty, in an MSG sort of way. Some halved baby potatoes. Tiny overall. Companions had the sausage roll; no review of that required, save to refer back to the state of the seats on boarding and being able to identify the cause. Reminiscent of when some airlines started using 'Dairystix' milk sachets, which have a tendency to squirt on upholstery on opening. The flakiness of the pastry is totally unsuited to the environment - looking down the sides of the seats was revealing. No rats noted looking back, thankfully.
Observed also that the red 'flashes' in the seat leather, especially on the seat base, are becoming blackened with wear. Whether its 'bleed' from the surrounding dye, or just grime, wasn't obvious.
One further drinks run to Edinburgh, and menus swapped prior to arrival, along with a thorough table clean using a 'Flash Wipe' type of cloth. Notably, they also gave vacant seats a wipe over, as the inbound crew from London hadn't done/been able to do prior to Newcastle.
On departure from Edinburgh, food orders taken once again. Cold drinks trolley only, and advice to newly-boarded (and therefore cold) passengers that hot drinks would not be offered until food service was complete. I chose from the sandwich selection, noted above to fundamentally be cheese or cheese. I had the cheese with salmon version, which for a cheese with salmon sandwich was very, very good, I thought. Looked fairly paltry in its little box, but not at all bad for a packet butty.
For this service, the (rather sickly, but possibly thankfully mouthful-sized) orange muffin was dished out at the same time as the cutlery, presented once the order had been taken. Companions had (another) sausage roll, and the Truffle Mac 'n' Cheese. The previous incarnation of the latter was, I found, appalling, and this new version is exactly the same, with some salty grit on top. Still tastes like supermarket own-brand tinned macaroni cheese. Even the version now sold by Greggs is leagues ahead.
Temperature rose very slightly in the carriage as time went on, though with regular icy blasts and apologies and suggestions to move from the crew.
Hot drink run followed, and then two more cold drink runs, the latter still nicely chilled, so perhaps the icy blasts had a useful side-effect.
Crew did not stop until well past Aviemore; they worked like absolute trojans and were friendly, professional and very considerate. I couldn't praise them more. The only comparable crew service I've experienced recently was in GWR Pullman Dining. Truly First Class.
I might also mention that I thought that the new uniforms for the serving staff looked terrific on board. Oddly, the use of dark navy with red stripe accents looked, to me, exactly what a GNER uniform might have looked like. The long aprons suited the scheme well. No idea whether they're comfortable or practical, but I liked them a lot. Slightly surprised by this, as the overcoat they're also wearing off-train (in particular), and the new garb sported by station staff and Train Managers, makes them appear to be members of The Tufty Club's 2017 Noddy-Themed Christmas Party to my eyes. The ties also look like share price graphs (perhaps the lowest point of the V-stripe is when the franchise was renegotiated the other week).
Overall, then, the corporately-mandated part of the experience was, we thought, generally shoddy.
The crew service, by contrast, was exactly what it should be and more, and perhaps that highlighted the generally crap nature of nearly everything else particularly acutely.
As I said at the outset, all of the above totally, subjectively, personal; as is the choice to pay extra for First Class and its advertised benefits.