Q&A: Amtrak’s Roger Harris on Connectivity and Competition

Why the rail company evolved the dining car and how it's marketing to younger travelers

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With a C suite full of airline executives, America’s chronically underfunded and much-maligned national passenger rail network, Amtrak, is expected to break even within a year—a first in the company’s 50-year history, if it happens.

Adweek spoke with Amtrak’s CMO and CCO Roger Harris, a former Aeromexico executive, about how to sell train service in the 21st century, competition in the transportation industry, and yes, the changes they made to the dining car.

This interview has been edited for clarity.

On social media, there was a bit of a backlash to the news that Amtrak would be killing the dining car.

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