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On the second show, the price was totally way high. You can almost buy an entire pizza for $8.00.
Then when Lee was negotiating with the one guy to buy 1000 sandwiches he wouldn't go lower than $2.50. Why not go 50 cents? Who cares, it would all be found money. You didn't have to cover your expenses. The goal of the show was to get the highest % improvement of in store sales of the sandwiches.