I assume eliminating the "loss leader" concept is the main effect, since shops shouldn't otherwise price things as losses regardless? In which case it seems like it's meant to maintain some friction / overhead for people wanting to visit the stores, possibly reducing consumption at least for the price-sensitive.
Selling at a loss can also be a monopolistic practice: a firm with enough capital can sell at a loss to capture the market, and then buy out their now-flailing competition.
In Texas the law exists as well, phrased as cannot offer price below wholesale price for alcohol which in effect bans “bottomless/all you can drink” deals as well. It is indeed designed as a way to discourage consumption