Except that Papa Johns isn't competing with mom and pop pizza shops anyway. They are competing with Pizza Hut, Little Caesars, Dominos, and Godfathers type chains. Your pizzas at mom and pop stores already cost $5 more than at Papa Johns and the reason people go to these places is that the quality is worth the price. The people that go to Papa Johns have already decided they aren't going to pay that much for a pizza no matter what the quality of it is. They are looking for a so-so pizza at a good price not a good pizza at a so-so price.