actually several places in our area have similar deals...hungry howies and dominos have had them recently...and here our hot and ready is 5.99 :-(
but it doesn't cost much to make a plain pep. pizza...I would estimate less than $2 a pizza as all their indredients come in bulk. So that would be a $3 profit, more than 50% on it which is pretty good. Add to that that many people will also buy a soda or some dips or add on crazy crust...so the good deal draws them in and then they buy more!