MIDTOWN -- A five-year-old Ray's Pizza franchise in Midtown is fighting back after an assault launched by a new 99 Cent Pizza outpost which opened across the street.

A banner advertising a limited-time 75-cent slice (as well as a 99-cent value menu for items like garlic bites) exclusive to Ray's 1710 Broadway storefront at 55th St. went up on the east side of the block early this week.