The owner, Jay Laze, is passionate about pizza -- and guns. He's combining the two in his new special: a 15 percent discount for anyone who brings in his or her concealed carry permit or an open carry firearm.

Laze says he got the idea from an ice cream shop in Utah.

"When I found out they were from Utah and they made news over in Virginia, I was wondering why nobody in Virginia was doing it, so I practically volunteered to be the first person in Virginia Beach to do it," he told CBN News.

Virginia Beach is a military community so Laze's decision to promote the right to bear arms is getting overwhelming support.

"Business has really blown up [and] so much support for the Second Amendment has come out of it," Laze said. "We actually are seeing a thousand percent increase, which is 10 times the amount of business from before we started the special."

Since the promotion began, he says about 95 percent of his customers show their concealed carry permits or have an open carry firearm.

Laze is getting more than just local support. Major media networks are spreading the story across the country.

"Once Laze's discount got national attention, he started having some pretty long distance customers," one of his staff said.

"This particular order was sent in from California by Calico Light Arms Manufacturer and since they couldn't be here, they wanted to support us by buying five large pizzas and to help our community out by donating to a homeless shelter," Laze explained.

That's not the only out of town order Laze has received. A Pennsylvania man called in an order for a pizza to be given to a veteran. And a man from Ohio ordered four pizzas to be delivered to a police or fire department.

Asked why it's important to support the Second Amendment right to bear arms, Laze responded, "It's very important to me because it was built into the framework of our government and without it I believe that the system wouldn't work because the Second Amendment is the only insurance that we have against the government being too oppressive on the people."

Laze has also been reaching out to other area businesses hoping they'll join him in taking a stand for the Second Amendment.