According to the Dallas Business Journal, “Pizza Patrón is thanking the Subway Effect — a phenomenon in which buyers expect to pay $5 or less for each meal — as one of the reasons behind its rapid expansion. The company’s recently-opened 100th store is based in Dallas, the same city where it launched its Latin-style pizza concept in 2003.”

“Executives at Pizza Patrón cite a study by research firm AlixPartners LP, which says U.S. consumers are eating out more, but expect to pay less than $5 for each meal. I guess Subway is an everyday trend-setter. First, it was Jared and the Subway Diet, now it’s the Subway lunch budget. What will they come up with next?”

Read more: Pizza Patrón thanks Subway for success – Dallas Business Journal