High-speed passenger train operator Eurostar is to rebrand its operations as part of a major overhaul of services. 

At the same time, the operator is enhancing its flagship Business Premier class, with new menus developed in collaboration with Michelin Three Star chef, Alain Roux.

The new visual identity will be rolled out gradually over the coming weeks - beginning with some of the fleet from April 5th. 

In addition, it will begin to appear on uniforms and station signage with the most visible manifestation on eurostar.com, which will change over at the same time.

Commenting on the changes, Nick Mercer, commercial director for Eurostar, said: “We have given a lot of thought to these changes as we recognise the strength of our brand and the familiarity of our logo.

“Our new visual identity has been researched extensively with our customers to ensure that it captures the key characteristics of Eurostar whilst signalling a new phase for the business. 

“It has been designed to adapt and evolve in line with our business and is very much a symbol of change, not a change of symbol.”

A new visual identity for Eurostar will be launched from April 5th

Alain Roux

At this same time, Eurostar is seeking to improve its business class service, with chef patron at the world-class Waterside Inn in Berkshire - Alain Roux – called in to work on a range of exclusive dishes for Business Premier passengers.

From April 14th, passengers travelling in business class will be able to sample the delights of the new gourmet menus, which include the finest ingredients sourced locally from the UK, France and Belgium.

As part of a programme of initiatives to enhance its Business Premier class, Eurostar will also introduce a new guaranteed boarding service from May.

This will offer Business Premier passengers guaranteed access to the train of their choice regardless of their reservation.

Mercer continued: “Our Business Premier class of service is a key priority for us and we will continually invest in it to ensure it remains the benchmark for short-haul business travel.

“Last year, we saw a revival in the business markets in the UK, France and Belgium and this translated into an increase in our Business Premier passenger numbers.

“However, in the current climate many of our business clients have tough decisions to make about their choice of travel class, so the aim of these latest improvements is to highlight that Eurostar continues to invest in offering its Business Premier customers exceptional levels of flexibility, service and value. ” 

Since the first services in 1994, Eurostar has carried more than 115 million travellers between the UK and the continent.