How do you drive more traffic to your pizzeria in the middle of the afternoon—and in the middle of the week no less? Wiseguy Pizza, a small but fast-growing chain with seven locations in Washington D.C. and one in Fort Lauderdale, Florida, is making its customers an offer they (hopefully) can’t refuse.

Wiseguy Pizza, owned by Thompson Restaurants, has launched Wiseguy Wednesdays to build traffic for what is traditionally a slow daypart for pizzerias. Guests can get a 50% discount on all slices from 2-4 p.m. every Wednesday at all of the brand’s D.C. locations.

Wiseguy Pizza has opened two new locations in the past month, one in the residential neighborhood of Dupont Circle in Washington D.C. that launched in late April as well as the Fort Lauderdale location, the brand’s first in Florida, on May 7.

Related: This NJ pizzeria grew revenue 15% by adding a ghost kitchen

On Tuesday, May 14, the Dupont Circle location also gave away free cheese and pepperoni slices from 1-5 p.m.

Wiseguy specializes in New York-style pies—whole and by the slice—with “a distinct chewy, golden crust” baked in stone-deck ovens. Alongside the classics, the company has a rotating menu of specials, including vegan and vegetarian pies, plus fun flavors such as the Korean Chicken and the Paneer Tikka. Gluten-free cauliflower-crust pizzas come in variations like the Mushroom Truffle, il Capo, Buffalo and Backyard Pie.

Additionally, Wiseguy offers 18” Big Apple Size pies, described as 65% bigger than the standard large 14” pizzas.

Led by president and founder Warren Thompson, the family-owned and -operated Thompson Restaurants operates 15 brands across more than 70 locations, including pizza chain Matchbox as well as Makers Union, Hen Quarter and Milk & Honey. It’s also a partner in South Florida restaurants YOT Bar + Kitchen, Canyon, South Bar + Kitchen, and Val + Tino.

Thompson Restaurants describes itself as the country’s largest minority-owned foodservice brand and one of the largest retail food and facilities management companies.