> First, my neighborhood pizza place offers free delivery. And it’s really good pizza. Do they have a mobile app to order from, shows real time order status, c

> First, my neighborhood pizza place offers free delivery. And it’s really good pizza. Do they have a mobile app to order from, shows real time order status, coupons, and rewards? And, as you said in your second point, the delivery isn't free. The cost is built in to the pizza. So if you dine in, or pick up, you're paying a premium to subsidize the cost of delivery. > Extra mental labor to work out true price instead of advertised price. The final price is shown before checking out. This is no different than purchasing from Amazon, booking a flight on Expedia, or getting a hotel room on Booking.com. > Third, dominos used to charge $0 for delivery even though margins were the same back then. Yes, back before domino's had to compete against other national fast food chains' technology strategies.