Wondering if I opened Pandora's 'Pizza box'.

I can certainly agree with that for a segment of the population. In my market, there is a segment of people who think pizza should NEVER cost more than $10, regardless of what you put on it.

60% of the households here, though, order my higher priced and higher quality pies. I am working hard to increase that number, but will hit the ceiling eventually due to that discount segment.