Innovation in commercialization of pelagic fish: the example of "Srdela Snack" Franchise

Consumer ratings of Srdela Snack

1

Ratings on a five-point scale: 1- not satisfied 5
very satisfied

Graph 2. Consumer assessment of different characteristics of Srdela Snack franchise

As we can see in graph 2, the ratings for all characteristics are very high. The
highest rating was given for the idea of starting a fast- food chain that will
offer healthy, traditional and cheap meals. These results are very encouraging
since all characteristics were given high ratings, and most importantly; the
quality of food offered was rated as excellent.

We also gathered a substantial amount of information through customer
interviews.

As it was already stated, consumers mostly preferred grilled sardines, tuna
and red wine. They considered the servings large enough for a good meal and
the prices were described as very acceptable with a good relation between
price and quality. In consumers’ view, the menu is varied, although some new
meals could be introduced.

The analysis of buying behavior concerning fish showed that participants
usually consume fish once a week and that they are familiar with the offer of
fish in their place of residence. Respondents mostly buy fish in supermarkets
and on fish markets. Many foreign respondents, as well as Croatians from
continental parts of the country, claimed that it is difficult to find pelagic fish
in their home towns. All the participants expressed the intention to visit
“Srdela Snack” restaurants in the future.

Some of the reasons for high ratings of this project that participants stated
were: high quality food of moderate price, a new element in the offer (the
market is saturated with Italian food and meat products), traditional food of
the Mediterranean (olive oil, fish), and beneficial influence on health when
compared to similar fast- food restaurants.

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