Prices everywhere are so high I think people are thinking “if I’m going to eat out might as well spend 10-20% more and go to the better place”. $5 foot long was a legit deal half the price of competitors but those days are long gone. There’s also the sticker shock of remembering the $5 foot long days and then seeing the price is more than double now. Other places didn’t tie their entire identity to a price so they get less pushback when raising prices.