Why don't Virgin take the opportunity to "blow East Coast out of the water" (or even off the rails) now EC have reduced their offering to such a pitiful level compared with what it once was.
With their resources the implementation of a "Wrexham and Shropshire" type cuisine could launch a killer blow to the East Coast Route and steal all the passengers to the WCML.
Because that's not the aim.
(Yes, I'm an angry "I want the restaurant back" traveller too, but . . . . )
The Company has so many train sets and so many paths and by simple arithmetic, only so many seats.
Standard gets rammed full at times, whilst First is largely empty.
They can't get more trains, more paths, more coaches. But they can play with Advertising campaigns, the Quotas of Advances, the time restrictions of Off-Peaks and the 'offering' in First Class : all with the single purpose of moving some Standard pax into those empty First seats.
I can't tell you how often I travel as one of about 6 passengers in a First Class EC coach.
That is what they are concerned with.
Not what we think about the 'pitiful level' of their offering; in fact, many of the front line staff in Catering will agree with you, but their view is of no more interest to the Senior Management & Directors than yours or mine.
How else can they move pax from Standard to First?
Move ten and loose one angry 'regular' and that makes nine gains.