Agreed, I first witnessed this in real life in my 20’s.

A pizza chain restaurant was gradually fading into obscurity until a competitor opened up next door. Most business went to the new kid, but some flowed to the old business reviving its fortunes allowing it to gradually recover. Then another pizza chain restaurant opened down the road and the area became known as Pizza central and attracted a lot of attention.

It is today, 25 years later, the unofficial Italian quarter of the town and is thriving.