I used my EC Rewards today on the 08:45am Leeds - London Kings Cross and the 17:33pm Kings Cross - Leeds, full brekkie outward was hot and delicious , half a dozen brews, 2 toast, and coming back drinks trolley came round twice, tea/coffee about four times, I opted to have the "Hot Posh Pork Pie, didnt look anything like pork inside but it was delicious and the Eton Mess was very nice aswell
Great friendly staff on both trains and the trains were on time aswell a good day in all
My experience was similar to Dave's. I did the 0800 KGX-EDB and was served tea as soon as I sat down, and many times throughout. The hot breakfast order was taken on leaving KGX but took nearly an hour to arrive, and was silver served, rather clumsily, from a platter at seat. The trolley came through at each station stop, and further hot items were served on request. I do agree with other posters about the lack of service close to Edinburgh - very little was offered or provided in the final hour. I think it's rude to keep the morning menu throughout, given on southbound (e.g. 090x DEE-KGX) the all day menu was available (and alcohol served) after Newcastle.
1430 EDB-KGX was good. I was offered, and accepted, meals at Edinburgh, Newcastle and York. The hot pork pie was not as I expected, but very nice. The sandwiches were passable, but agree lacked mayonnaise. Cake, biscuits, bananas all fine.
I found the service to be equivalent to, and better in places than, Virgin's West Coast at comparable times. For those who mourn the restaurant car though, clearly no competition. I always compare first class train offerings to premium economy airline offerings - for me, EC was far superior. For advance tickets (£65 each way) I found it very satisfactory.