You left out the fact that at Leo's Pizzeria, the size of the slices from that pie became smaller and instead of serving 8 slices, they were serving 10 slices from every pie. In addition, when you ordered a topping, they had raised the price and also didn't cover the cheese the way they used to do.

When the regulars complained to Leo about these cutbacks he turned a cold shoulder to them. In fact a group of them were so loyal that they started a website called WWLL (Why We Love Leo's) to get his attention. He assigned a new employee named Robbie that had absolutely no history with these customers to finally meet with a few of those regulars who had started the website. At this meeting it was apparent that nothing would change as all that Robbie did was to give them mere lip service. That would be the final nail in Leo's coffin. These regulars were extremely upset by the way Leo and his new employee Robbie patronized them and how he kept on saying that these cutbacks were actually "enhancements". Therefore many left to try the other full service pizzerias in the area and some even ventured out and tried the new discount operation where they could run in and out without really enjoying any amenities.

The moral of the story is that it is amazing what a great slice of pizza and a free soda coupled with some real attention to servicing your regular customers can do for your business. In fact if Leo and Robbie had told their regular customers that Leo's had a choice of cutting back on the food and perks vs. increasing the price on the pizza in order to survive and continue to give them those free drinks and nice tables, the vast majority of them would have stayed because they were creatures of habit and really liked what Leo's offered to them as a total package.