A long-time friend of mine has opened a successful pizza shop. He is Kurdish-Iraqi and when he first came to Canada ten years ago I was one of his first best friends. I have returned to my hometown after being gone a long time and am happy to see that he has succeeded.
My problem is this: Whenever I go into the shop, he gives me free pizza or massive discounts and won't take No for an answer. I know that Kurdish people are some of the kindest and most giving people in the world, but it's starting to make me a little uncomfortable. I don't want him to start thinking that I'm going in to his place BECAUSE he's giving me deals. How do I politely and properly put a stop to his generosity while not insulting him? Knowledge of Kurdish culture would be essential for answering thie question.

Reciprocate - if the restaurant is closed any evenings or at lunch, invite him to your home or another restaurant that's totally different from his for a meal once in a while. Or if that won't work (restaurant owners don't have a lot of time off usually) bring him a gift. Also bring new customers to his restaurant - bring friends who are likely to return in the future to help him build his business, and talk him up to them in his presence.

Yes, do't insult him by refusal, if you can afford, return his favors if possible

These are great responses. Thank you. I will think of a reciprocal gift that would make sense, and definitely bring him new customers. I work in advertising and have a lot of contacts, so I'm sure I can help him out in this way. Thanks for the help!