I learned the hard way about not having a true competitive advantage and buying market share. I had a pizza shop good food( won awards for the pizza), cheap price because I subsidized it. lot's of customers that loved the food. Ran out a bunch of competitors... great business plan working like a charm... little ceasers comes in...no worries...sales drop..last thing I can do is raise prices to recoup investment...now sales eventually recovered(2 years after I sold it same product crew etc.)... lessons learned... people buy products for lots of reasons quality is just one iddn't loss any customers just a little business from each...in little ceasers case it was about convenience.