That I have to question.
Are you aware that in most instances, such "discounts" are a violation of local ordinances? Generally, giving such "discounts" tends to be a violation of "conflict of interest" laws, and if a member of law enforcement accepts them, they can come under an Internal Affairs investigation?
And no, I am not kidding. Years ago when I worked for a major fast food company, we had LAPD IA investigating our store because they found out our manager had a policy of giving free coffee to all officers that came in. It is generally considered "corruption", the same as a bribe. They actually staked out a detective in the dining area every night for about 2 weeks, simply watching if we gave the cops that came in for "Code 7" paid full price for their food and drinks.
And if you think we choose to do these things for a reward, you most likely do not get it at all. I never joined the military for the pay, or for the "perks", or for any reason other then wanting to give back and serve my country. In 15 years of service I have learned 2 worthless job skills, achieved at 47 the knees of a 95 year old, and am still waiting to get the "college benifits" that have been promised to me. But I still serve in the reserve, and will do so until I am forced to retire in another 15 years. Because I honestly enjoy serving my country and the people of it.
Maybe this will explain it for you.
Some people have a "calling". For some, it means joining the clergy and ministering to the spiritual needs of others. For others, it is going into medicine and healing the sick. For still others it is teaching, or auto mechanics, or the press. For me and many others, it is the military (or LEO or fire fighting) because it is what we want to do. Our reward is hoping that something we have done helps make a difference.
If you want to understand how I classify "Heros" and "heroes", look up higher on this page.