Buy the soda instead, then. It’s an upsell for the pizzeria — bigger mark-up, and therefore often deferred. Your cost is down to maybe three bucks — only on redemption — for the most valuable real estate in the house, the front of the fridge. That’s a smokin’ deal, and you can turn it into a locals versus The Big Chains thing, too: We support Luigi’s because Luigi’s supports Littleton Heights. There’s a lot you can do with this.

Make them fill out the coupon prior to redemption, then take them all back from Luigi — and share your database with Luigi; he’ll love you for it. Then send two more coupons to everyone who uses one. Better yet, hand deliver them. Sales is getting belly-to-belly. Everything else is either prospecting or marketing.