Looking at the photos again, I realized how clutter the shop is situated at and how it does not stand out from the rest of the stalls around it. So this is an area we definitely need to look into. While changing the signboard will be costly, what can be done instead is perhaps adding a mini stand board to indicate to consumers to the sushi stall.
Along the 步行街 in Fudan, there are also 2 other competing stalls. They technically sells similar products as the sushi stall. But we found out that most of the sushi are pre-made, as compare to the sushi stall, where they vow on fresh made sushi. This clearly shows a contrasting difference, and can be used to our advantage. Also in terms of shop size, clearly they are much smaller, and hence have lesser products as compared to the sushi stall.
So hopefully with all that we have in mind, we can create a blue ocean stratgey for the sushi stall!