East Coast train passengers between London and South and West Yorkshire are being offered the chance to save almost 30 per cent – or more than £100 – off the cost of their travel with a great new promotional deal.

It’s hoped the deal on turn up and go travel will also encourage more people who currently travel Standard Class, or who choose to drive, to try out the East Coast First Class Complimentary food and drinks service.

The new on-board service, featuring hot meals on weekday morning and evening trains, and a new Quiet Coach, has already helped the train operator to achieve a 29 per cent rise in passenger journeys made in First Class since the improvements were launched on 22 May.

East Coast also launched its new timetable on 22 May, which added 117 extra services every week and more than three million additional seats to its route.

East Coast Head of Revenue Suzanne Donnelly said: “We’re introducing a new East Coast First Off-Peak return fare, offering a great discount on the full First Anytime return, for travel between London King’s Cross and Doncaster, Wakefield or Leeds.

“The new East Coast First Off-Peak return is £239 to or from Leeds or Wakefield – a great saving of £102 compared with the First Anytime return. The new fare is also available between Doncaster and London at £224 – a saving of £39 compared with the East Coast First Anytime return ticket.

“It can be used for travel from London King’s Cross on the 05.50, 06.15 to Doncaster only, 06.30, 08.03 and then all remaining weekday departures to Doncaster, Wakefield or Leeds, except between 15.59 and 17.45 inclusive for those who begin their outward journey in London.

“It will also allow return travel into London on weekdays from 10.08 or later – meaning it can be used on the 08.15 from Leeds (08.27 from Wakefield and 08.45 from Doncaster) and then all trains to London for the rest of the day.

“With such an attractive discount, we’re sure more people will take advantage of this ticket and sample our new on-board service. We look forward to welcoming them to East Coast.”

The new East Coast First Class Off-Peak fare is being introduced by East Coast on a trial basis from 4 September 2011 until 1 January 2012.

East Coast’s own data shows that in the four weeks to 23 July, 173,000 passenger journeys were made in First Class – a rise of 29 per cent, or 39,000 journeys, compared with the corresponding four weeks in 2010. The rise is the biggest seen on the East Coast route in the last five years, and one of the biggest since the end of British Rail in 1996.

Detailed research to gauge customer reaction to East Coast’s improved First Class Complimentary service has been commissioned by the train operator, and carried out independently by market research consultancy Outlook.

Research was carried out on board East Coast’s trains between 27 June and 7 July.

The results show that four out of five customers surveyed in First Class were pleased with the style and quality of the improved service on board the train, while three quarters of those asked liked the complimentary food and drinks on offer.

Customers also welcomed the inclusion of healthier food options within the complimentary menu, and East Coast’s partnership with the National Trust on its locally-sourced cake range also won praise.

East Coast Trains

On Monday to Thursday, East Coast now operates 155 train services along the East Coast Main Line, linking London King's Cross, the East Midlands, Yorkshire, North East England and Scotland. On Friday, it now operates 156 train services.

Passengers made more than 18 million journeys in 2010.