“I’ll Take The Small Pizza…”

 

…said no one… ever.

 

No one ever wants a small pizza.  Everyone wants the large.  It’s just what they want.  Full stop.

 

Now, they may be on a diet and not choose to consume the calories.  That’s another story, truly.  But, they crave the large.  After all, it’s pizza.

 

Pizza is important.  In my humble opinion, it’s its own food group, right alongside fruits, veggies, grains, proteins and dairy.

 

Pizza is important to the auto and RV business, too. Intrigued?  Read on.

 

Key Economic Indicators

 

The New York Times recently reported the national average price of a large cheese pizza has crept up to nearly $17, (according to Slice, an online ordering platform for pizzerias, which accounts for 15,000 independent pizza stores).[1]

 

Jerry Carollo, owner of Prima Pizza Kitchen in Somerville, New Jersey, stated that on most Fridays, as many as 325 pizzas would fly out its doors, with customers frequently adding drinks and side orders.  But recently, orders began to change. “Before, a customer would get two pies, wings, garlic knots and soda, all the extras.  Now they’re just doing pizzas.”[2]

 

Sara Senatore, an analyst at Bank of America said, “The pressure on sales, particularly from lower-income consumers, is not exclusive to pizza restaurants.  We’re hearing it across the board from other fast food and fast-casual chains, that cohort has been under pressure for some time.  And now, it’s creeping up into the middle-income consumer.”[3]

 

Consumers are under pressure.

 

What happens when consumers are under pressure?

 

As an employee at a dealership, you will feel customers scrapping more for dollars.  They will have less patience.  Tempers will be shorter.  Consumers are forced to make very difficult choices.  More customers will ask – and/or demand – more.   Claims will increase. You’ll feel it and you’ll see it.

 

This is an important trend of which you should be aware.  Consider taking more time and a little extra care with your customers during economic times like these.  It may just prevent problems and/or regulatory issues.

 

Automotive Example

 

No one is exempted from these problems, including the large public companies.  For example, Lithia just agreed to pay Alaska $300,000 because of allegations that Lithia advertised vehicle prices below what the dealerships actually charged.[4]  (Though the settlement covers Lithia’s advertising from January 3, 2019 to June 20, 2025, this incident is illustrative of the Attorneys General’s pressures to regulate dealership.  State AGs are being pressed into enforcement activities.)

 

New York City Executive Order

 

On January 5, 2026, New York City issued Executive Order 09 directing its Department of Consumer and Worker Protection to immediately begin monitoring, investigating, and enforcing violations tied to hidden “junk fees,” which targets deceptive price presentation. The message is unmistakable: regulators believe consumers are being misled by advertised prices that do not reflect the true all-in cost.

 

This action reflects widespread complaints from residents who feel that everyday purchases cost materially more than advertised. This enforcement is an example where affordability pressures are real, visible, and politically urgent.

 

Federal Trade Commission (FTC) Recent Action

 

In February 2026, the Federal Trade Commission announced a landmark settlement with Express Scripts, one of the nation’s largest pharmacy benefit managers, resolving allegations that its practices resulted in artificially inflated insulin prices. According to the FTC, the settlement requires structural changes designed to increase pricing transparency and is projected to save patients up to $7 billion over the next decade by lowering out-of-pocket costs.

 

Consumers were allegedly paying elevated prices for insulin which is categorized as a life-sustaining medication. Unlike choosing a smaller pizza, patients cannot simply opt out. This reflects a broader recognition that essential and basic survival costs are untenable.

 

More Data

 

Recent economic statistics are consistent with regulatory actions.

 

The Federal Reserve Bank of New York’s Center for Microeconomic Data issued its Quarterly Report on Household Debt and Credit.  It showed two (2) telling data points:

 

  • Total household debt increased by $191 billion (1.0%) in Q4 of 2025 to reach $18.8 trillion.
  • Mortgage balances grew by $98 billion to $13.17 trillion[5]

 

Higher debt means less cash flow for consumers.

 

One more data point: from the University of Michigan’s February, 2026 Survey of Consumers. 46% of consumers spontaneously mentioned high prices eroding their personal finances; readings have exceeded 40% for seven months in a row. Sentiment is about 13% below a year ago and 21% below January 2025.[6]

 

So What?

 

Great question.

 

Every interaction you have with a customer now carries more risk than it did a few years ago.

 

When consumers feel squeezed, they are less tolerant of surprises and less forgiving of mistakes. A misquoted payment, an unclear disclosure, a fee that wasn’t fully explained, or an advertisement that doesn’t match the final numbers can quickly move from a misunderstanding to a complaint. And complaints today do not stay at the manager’s desk. They go to the Attorney General, the FTC, online review platforms, and plaintiffs’ attorneys. The economic and regulatory indicators show customers are financially stressed and stressed customers escalate faster. This frustration walks into your store every day.

 

Nobody walks into a pizza shop hoping to downgrade to the small without any toppings.  They do it because they have to.  Your job?  Make sure the deal/repair order is clean and the numbers are clear and there are no surprises.  Take extra care with your interactions as your customers are watching more closely.   Do that, and you won’t just avoid complaints—you’ll earn repeat business when customers can finally afford the large again.

 

 

 

 

[1] New York Times, “People Are Ordering Smaller Pizzas and fewer Toppings. What Does That Tell Us?” by Julie Creswell,  December 1, 2025

[2] New York Times, “People Are Ordering Smaller Pizzas and fewer Toppings. What Does That Tell Us?” by Julie Creswell,  December 1, 2025

[3] New York Times, “People Are Ordering Smaller Pizzas and fewer Toppings. What Does That Tell Us?” by Julie Creswell,  December 1, 2025

[4] Automotive News, “Lithia, Alaska reach settlement,” by John Huetter, January 7, 2026.

[5] Federal Reserve Bank of New York, Press Release, February 10, 2026, Household Debt Balances Grow Modestly: https://www.newyorkfed.org/newsevents/news/research/2026/20260210

[6] Surveys of Consumers, University of Michigan: https://www.sca.isr.umich.edu/