Customers tend to be insanely price sensitive when it comes to low-end food such as pizza. So you can’t just raise prices because there is a certain limit to what people will be willing to pay before they decide to get pizza from one of the five other pizzarias on that street.

> Customers tend to be insanely price sensitive when it comes to low-end food such as pizza

Then he’s in the wrong market or marketing his product wrong. Lots of cities put a premium on well-made pizza over cheap, “I’m drunk” pizza.

Hmm yes let’s tell someone they are in the wrong market and are doing things wrong when we know literally nothing about their situation. That is not supremely arrogant at all.

I asked a pizza shop owner and they said everytime they’ve raised prices in the past revenue still went up.

If he can't raise prices then he's in a de facto war of attrition.