Yea, I know, no one has a gun to my head...
If I'm in that area looking for something to eat, now I'll be more likely to go to JCW's. Spending $10 for one of their burgers, fries and a drink is, to me, a better value than spending $7 at Jdawgs. So, I'll be spending more now, not less.
I know, I'm a pretty wild and crazy guy.