Did they really go through an expensive legal process defending themselves in court rather than discount a large pizza by 10%?

Stupid franchisee. I kept a coupon active for years after the promo ended for one guy. He liked his $11.99 Veggie lovers. The coupon was hidden, but if you manually typed the code, it worked. I called him personally after he complained to corporate about the promo ending. I walked him through how to get the deal and he ordered weekly until I sold the store. The new owners deactivated all old promos. He had my cell phone number, so I got to find out, after I sold the store, thst he now orders Papa John's.

Source: former multi-store, multi-Rolex winning Domino's franchisee.

How much did it cost you to keep providing the discounted price?

It was $5 cheaper than regular menu price. But he ordered a literal 100 times a year with the coupon, tipped the delivery driver $5 every time and the order still was more profitable than $15 of chicken wings.

Once the coupon left, he went to the competition. I used to spend about $1,000 a month in advertising just to get a few new customers to call. Keeping the ones you have is orders of magnitude cheaper, even if they complain about "cold pizza" once a month or so to get a free pie.

Not only that but Domino's "look forward to presenting our case at the trial court."

Rather than working with community groups to help each other find a workable solution.