First of all your customers should never pay full price, unless they are ordering for a Government Sponsored Event(Charge the Government A Premium 100% of the time).
Set your prices at the top of the market, and then discount every order.
If they are an uniformed customer take their order quote the full price, and then take 10% off, and call it the new customer discount, or the GOOD GUY discount. (builds repoir)
You don’t always have to offer the discount up front or in the form of a monetary discount, Domino’s used to call it “something for nothing”.
Maybe they order 2 full-price pizza($44.00 + tax = $46.40 in Idaho), and you ask them "Have you ever tried our Buffalo Wings? and they say “No! But I think we have enough!” (he maybe price sensitive) so you say “Hey! I tell you what, have an order on me!” (Creates Loyalty)
Instead of giving them a discount, you give them a 10-piece order of wings, it only cost you $3.00, instead of a $5 or $10 discount, maybe throw in a 2-liter for free also (whoopee another $1.50 in cost.) This will build repoir, and create loyalty, and builds the value of your pizza. And you will still make $10.00 profit on the order, and everyone is happy.