The quick serve pizza industry is heavily leaning towards low price in the last year or so. Little Caeser’s always has their 5 dollar Hot’n’Now pizzas. Pizza Hut is pushing their cheaper Pizza Mia pies. Dominos does their 5-5-5 deal. Less innovation than in the past (stuffed crust, other weird stuff).
This is an unknown local that looked quite interested in expansion (judging based off architecture, signage, etc) and it seems as if they are following the current industry standard.