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🇫🇷 France /Culture & Society

‘I know I’ll pay the same price for my drink as in a bar in Monaco, but it’s the ritual’: SNCF’s winning strategy in its bar cars

From Le Figaro · () French

Translated from French, summarized and contextualized by DistantNews.

At a glance

In-depth Sources not specified Context piece
  • SNCF's bar cars on TGV trains are experiencing high demand despite sometimes high prices.
  • The bar cars offer features like happy hour, pre-mixed pastis, and celebrity-endorsed rosé wine.
  • This strategy appears to be successful as passengers embrace the bar car ritual during holiday travel.

Despite prices that some passengers find steep, the bar cars on France's TGV high-speed trains are more popular than ever. Travelers are embracing the onboard ritual, even if it means paying prices comparable to a bar in Monaco.

SNCF's strategy for its bar cars seems to be paying off. During peak holiday travel times, the bar car, specifically car number 14, buzzes with activity. The article highlights offerings such as happy hour specials, pre-mixed pastis, and rosé wine endorsed by celebrities, suggesting a deliberate effort to enhance the passenger experience and drive sales.

This approach taps into a desire for ritual and enjoyment during travel. Passengers are willing to pay a premium for these amenities, indicating that the perceived value of the bar car experience outweighs the cost for many. The success suggests a keen understanding of passenger desires and a willingness to cater to them, even with higher price points.

I know I'll pay the same price for my drink as in a bar in Monaco, but it's the ritual.

— passengerA passenger explains their willingness to pay higher prices for drinks in the TGV bar car, emphasizing the importance of the travel ritual.
DistantNews Editorial

Originally published by Le Figaro in French. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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