All Around Pizza and Deli in Virginia Beach, VA, is offering a 15% discount to customers who carry a gun in with them or show a concealed carry handgun permit.
The discount began last week, and Jay Laze, the store's owner, says 80% of his customers have been visibly packing heat ever since.
And the weapons they carry in aren't limited to handguns. Customers have carried in Ruger Mini-14 rifles and at least one AK-47.
Moreover, mothers, coming in to eat with their children, are doing so with pistols on their hip.
Laze said the discount was originally intended to be offered for a limited time only, but customer response has been so overwhelming that "it might be permanent."