Slices both ways

The price wars have put customers in an emotional quandary. Cheryl Costello used to frequent 2 Bros. Pizza, until one opened next door to Vinny Vincenz in the East Village. A second dollar store opened across the street.

“Now that they’re over here I’m, like, ‘Oh! They’re the enemy,’” said Ms. Costello, who said she had been a fan of Vinny’s “real pizza” for years. Not enough customers seemed to agree. Vinny Vincenz slashed its prices for a plain-cheese slice to $1 earlier this year—down from $2.50—after owner Ary Alami watched former regulars, some wearing suits and ties, bypass his store for the bargain slices. The owners plan to stay at that price “until somebody drops dead,” said Mr. Alami, who said they hadn’t changed their recipes. “One thing for sure, it’s not going to be me.”