If it would cost $10M to build and open a new grocery store on an unimproved lot, that's only a 7.5% rate of return to force your competition to lay out $10M to

If it would cost $10M to build and open a new grocery store on an unimproved lot, that's only a 7.5% rate of return to force your competition to lay out $10M to open a store, at which point, you could probably convert your lease into an operating store for around $1M or less of capital and compete to ensure that they could never show a positive return on the overall move.