Gap 4: The Communications Gap

As stated in Service Marketing: Integrating Customer Focus Across the Firm, gap 4 “…

illustrates the difference between service delivery and the service provider’s external

communications” (Bitner, et al. 42). This gap mainly encompasses the expectations customers

perceive through the marketing communications and pricing of the service.

Integrated Services Marketing Communications

Questions to Evaluate

In terms of Integrated Services Marketing Communications, the following questions were used

as guidelines to evaluate Boardwalk Burgers and Fries:

1. How well do all company communications – including the interactions

between company employees and customers – express the same message and
level of service quality?
2. How well does the company communicate to customers about what will be
provided to them?
3. Does the company avoid overpromising and overselling?
4. How well do different parts of the organization communicate with each other
so that service quality equals what is promised?

Assessment of Boardwalk Burgers and Fries

The Boardwalk Burgers and Fries franchise clearly communicates a consistent message and level

of service to its customers. However, the interaction between employees and customers in the

College Park location needs to be improved in order to maintain this message. Through the

company website and public relation events, it is apparent the overall message of the franchise is

that Boardwalk Burgers and Fries is a fun, friendly, casual restaurant where each customer’s

meal will receive personal attention. The company mainly uses blue, gold, and yellow colors

with pictures of waves and suns, reminding the customer of summers at the beach. A company

testimonial even states, “They are just like I remember them growing up at the beach”, tying in
the nostalgic feel (Boardwalk Fresh Burgers and Fries: Testimonials). The restaurants are

primarily located at concert venues, ballparks, and amusement parks where the restaurants can

use this nostalgia to play a role in creating memories.

The restaurants communicate a casual persona. They are decorated using the same colors as the

website, and the environment does not constrict any customer to feel as though he or she must

dress or act in a certain manner. Also, when we entered the restaurant, we were greeted with “Hi.

How are you?”. Also, one cashier joked with us, making us feel welcomed and comfortable.

When the customer’s order is ready, an employee simply calls out the number reflected on the

receipt. Along with the food distributed in aluminum foil and plain white paper bags, the overall

ambiance is informal.

When the College Park location opened, the Baltimore Oriole mascot visited and interacted with

customers. This public relations event tied in the nostalgic appeal while creating a fun and

entertaining atmosphere. Being located near the University of Maryland campus and next to a

few apartment complexes, Boardwalk Burgers and Fries also distributes coupons in the

University of Maryland newspaper, The Diamondback.

The company advertising makes promises for the level of the quality of food given to the

customer. The website and printed menu display pictures of the signature burgers such as Bleu

Burger and BBQ Bacon Cheddar Bacon. When pictures are illustrated to the customers, each

restaurant must prepare the food to that specification. Also, Boardwalk Burgers and Fries prides

themselves in offering fresh food products stating, “we only use fresh ground beef that has never

been frozen. Every morning, we hand make every single burger patty…Our famous fries are

hand-cut everyday and only made to order”(Boardwalk Fresh Burgers and Fries). Although all of
the group member’s food tasted fresh and very good, this statement sets a promise to the

customers that their food will be made with the freshest ingredients. In the College Park location,

being able to see the employees cook each order makes it more difficult for the employees to not

adhere to these promises.

Although the advertisements and company website establish informality in service, the

interaction between customers and employees was inconsistent in maintaining a friendly,

comfortable environment. Through multiple encounters, at times, the employees offered free

sodas and free chicken fingers and fries platter when they tried to close the restaurant early, but

at other times, the employees were overly flirtatious and rude, making group members feel

uncomfortable. Also, on one visit, the employees at this specific Boardwalk Burgers and Fries

did not prepare an order correctly. Although the employees were notified of this mistake, they

failed to prepare the order correctly in a suitable amount of time. On another occasion, the

cashier displayed a very poor attitude, and then proceeded to get into a verbal argument with

another employee. This behavior not only veered the attention of customers to this argument, but

also made the cashier shy away from her duties, causing a line of customers to build. This poor

customer service creates an unfriendly, uncomfortable atmosphere which contradicts the

franchise’s overall message.

Pricing

Questions to Evaluate

For evaluating the pricing of the food products of Boardwalk Burgers and Fries, the following

questions were used:

 1. Is the company careful not to price so high that customer expectations are
raised?
2. Does the company price in line with customer perceptions of value?
Pricing Assessment

Boardwalk Burger and Fries’ prices are consistent with its overall message of a fun, fresh, quick

restaurant. To its customers, Boardwalk offers a mid-priced array of food products that is more

expensive than the value-oriented McDonald’s or Burger King, but less expensive than a

prestige-oriented sit down restaurant. The restaurant’s customers expect to receive better quality

food for its price, especially when the customer has the option to pay less at a fast food restaurant

chain. Boardwalk Burger and Fries also establishes hedonistic value by supplying pleasure and

enjoyment through the taste of the food and a fun-filled atmosphere.

Boardwalk Burgers and Fries’ main competitor is Five Guys Burgers and Fries. The following

exhibit is the menu from both restaurants. Although Boardwalk’s menu is more extensive, the

pricing is highly competitive. As displayed, the hotdogs and hamburgers are more expensive at

Five Guys Burgers and Fries. However, the french fries are more expensive at Boardwalk,

primarily because they are its signature item.

Considering the prices are fairly in line with each other, Boardwalk’s current prices do not vary

too high or too low from any customer’s expectation. The restaurant has the ability to price lower

than a sit down restaurant because the customer is not receiving a high quality experience of

comfortable seating or individualized wait service. On the other hand, Boardwalk is able to price

higher than such fast food restaurants as McDonald’s or Burger King because it offers a

customizable menu and each item is prepared at the time of order to ensure freshness. Therefore,

Boardwalk Burgers and Fries is able to maintain its mid-level pricing by continuing to offer a

higher quality product at the customer’s convenience.

Exhibit Salads and Wraps
Grilled Chicken or Crispy Tenders
Boardwalk Salad (Romaine, Tomatoes, Onions,
Boardwalk Burgers and Fries Menu Cheese, and Bacon) : 6.29
Garden Salad (Romaine, Tomatoes, Onions, and
Build-a-Burger Cheese; No Meat) : 5.29
Build your burger just how you like it. Bacon Ranch Wrap : 5.49
Single Burger (4 oz) : 3.19 Honey Mustard Wrap : 5.49
Double Burger (8 oz) : 4.39 Chipotle Wrap: 5.49

Sandwich Add-Ons Dessert:

Step 1: Bun Funnel Cake Fries
White or Wheat Regular (10) : 1.99
Large (20) : 2.99
Step 2: Extras : each 60 cents
Bacon, American, Swiss, Cheddar, Bleu Cheese Milkshakes (vanilla, chocolate, strawberry, mint
chocolate chip, or cookies and cream) : 3.29
Step 3: Free Unlimited Toppings
Lettuce, Tomatoes, Pickles, Relish, White Kids Menu
Onions, Red Onions, Grilled Onions, Sauteed Hot Dog Meal : 4.49
Mushrooms, Green Peppers, Jalapeno Peppers Chicken Tender Meal : 4.69
Grilled Cheese Meal : 4.19
Step 4: Free Unlimited Sauces
Mayo, Ketchup, Mustard, Chili, Ranch, Chipotle Drinks
Sauce, BBQ Sauce, Honey Mustard, A-1 Sauce, Soda : 1.79
Hot Sauce, Buffalo Sauce Bottled Water : 1.49
Kid’s Drink :1.39
Signature Burgers
Bleu Burger : 5.59
Mushroom Swiss Burger : 5.59
BBQ Bacon Cheddar Burger : 5.59 (This menu derived from the Boardwalk
Burgers and Fries restaurant at the College
Chicken
Park, MD location)
Customize with your choice of Sandwich Add-
Ons
Grilled Chicken Sandwich : 4.99
Chicken Tender Sandwich : 4.99
Chicken Tender Platter (w/ fries) : 6.29

Dogs
Customize with your choice of Sandwich Add-
Ons
Hot Dog : 2.99

Boardwalk Fries
Regular : 2.39
Medium : 3.09
Large : 4.99
Chili, Cheese, or Gravy Cup each 75 cent
Chili Cheese Fries : 3.99
 Five Guys Burgers and Fries

Burgers
Hamburger : 4.79
Cheeseburger : 5.39
Bacon Burger : 5.59
Bacon Cheeseburger : 6.09
Little Hamburger : 3.69
Little Cheeseburger : 4.29
Little Bacon Burger : 4.39
Little Bacon Cheeseburger :4.89

Dogs
Kosher Style Hotdog : 3.39
Cheese Hotdog : 3.99
Bacon Hotdog : 4.19
Bacon Cheese Hotdog : 4.79

Sandwiches
Veggie Sandwich : 2.39
Cheese Veggie Sandwich : 2.99
Grilled Cheese : 2.99

Fries
Five Guys Style or Cajun Style
Regular 2.69
Large 4.59

Drinks
Regular : 1.99
Large : 2.19
Bottled Water : 1.99

All Toppings Free:

Mayo, Lettuce, Pickles, Tomatoes, Grilled Onions, Grilled Mushrooms, Ketchup, Mustard, Relish,
Onions, Jalapeno Peppers, Green Peppers, A-1 Sauce, BBQ Sauce, Hot Sauce

(This menu derived from the Five Guys Burgers and Fries restaurant at the Bethesda, MD
location)
Gap 4 Recommendation
Boardwalk Burgers and Fries does not need to adjust its pricing of service, but rather needs to

focus improvement on its integrated service marketing communications. As stated in a previous

recommendation, a more intensive recruitment and hiring process will help alleviate some

problems associated with the inconsistencies in the interaction between customers and

employees. This will aid in establishing a consistent message with the franchise’s overall

message of Boardwalk Burgers and Fries being a fresh, fun, comfortable restaurant.

Considering the restaurant is located in College Park, its main customers are students and faculty

members from the University of Maryland. Opening this past summer, the restaurant is still fairly

new so the company needs to reach out to the students through on campus events and

advertising. In terms of advertising to students, discounted food items would be most appealing.

Therefore, employees could pass out coupons to students on campus or to the apartment

complexes near the restaurant. Also, since the restaurant is not located within walking distance of

the campus, this restaurant would appeal to students who drive. Boardwalk Burgers and Fries

could partner with the Department of Transportation Services to offer discounted or free items to

commuters in order to drive traffic into the restaurant. The restaurant is located at a bus stop for

the University of Maryland shuttle. Therefore, the company could make flyers to post on the

shuttles as this could grab the attention of students traveling home from classes.

The restaurant can also plan on-campus events by partnering with various clubs and committees.

At the events, Boardwalk could offer food items and set up public relations events such as the

one with the Baltimore Oriole mascot. Through these events, Boardwalk Burgers and Fries has

the ability to display its “freshness” in the products while exhibiting its nostalgic, fun, and

friendly atmosphere.
 Works Cited

Bitner, Mary Jo, Dwayne D. Gremler, and Valarie A. Zeithaml. Services Marketing: Integrating

Customer Focus across the Firm. Boston: McGraw-Hill Irwin, 2009. Print.

"Boardwalk Fresh Burgers and Fries." Famous Fresh Cut Fries and Fresh Lean Burger Restaurants -

Boardwalk Fresh Burgers & Fries. Boardwalk, 2010. Web. 26 Nov. 2010.

<http://www.boardwalkfreshburgersandfries.com>.

"Boardwalk Fresh Burgers and Fries: Testimonials." Famous Fresh Cut Fries and Fresh Lean Burger

Restaurants - Boardwalk Fresh Burgers & Fries. Boardwalk, 2010. Web. 26 Nov. 2010.

<http://www.boardwalkfreshburgersandfries.com/franchisee-testimonials.php>.