This post is far too spicy for mildlyinfuriating

This only makes sense if they are trying to grow and customers are rational actors at every purchase point. Neither is true in this situation. And it’s obvious because there pizzerias that have delivery fees in the same marketplace as ones with free deliveries.

Except there’s a local market price for that pizza. If your pizza is on par with a pizzeria two minutes away and doesn’t do free delivery, you can’t charge more. You’ll lose all your pickups to them.