If he is losing this much money because of the NFL, then clearly he is not diversifying in the way he advertises. I know PJ's advertises through other means, but it doesn't seem like other pizza chains are taking a hit (Pizza Hut, Little Caesars, Dominoes).
"This year the ratings are going backwards because of the controversy,” Schnatter, who donated $1,000 to Trump’s campaign, said, “and so the controversy is polarizing the customer, polarizing the country.”
When a country is in a state of polarization, they don't eat pizza!!!