That $5 seems to be the future of the pizza industry. most of the majors are doing it. To me, its nothing new. They have done it with gasoline business. The majors controll the supply line. create shortages for the independents. Arco usualy sells their gasoline cheaper than what indepent has paid for. Arcos have their own production. very tight cost control and Huge volume. Plus they have the consumer educated,trained their way through savvy advertisement. its funny how ppl will go around town for a penny or two per gallon but pay more for everything else they sell. they are squeezing the independent operators out of market.
IMO, samething is happening to the pizza industry. Only the cheapest an biggest will survive.