There are a lot of people who respond like this. It reminds me of years ago when JCPenny stopped having "sales," and they just set prices to be permanently low.

There are a lot of people who respond like this. It reminds me of years ago when JCPenny stopped having "sales," and they just set prices to be permanently low. [1]. It cratered their business. It turns out people love having coupons and feeling "smart" about getting a good deal; coupons are sort of a way to gamify shopping, even if you actually end up paying more. In the case of fees, there are apparently many people who don't consider the fee part of the product, and are an external to what they are purchasing, or out of the control of the restaurant. For me, and probably many like us, the sticker shock comes at the checkout with the final price, and I have zero hesitation to cancel the order at that point. I refuse to use delivery apps, or even online ordering from many restaurants, for this reason. I hate the feeling of being psychologically manipulated into buying something because I'm already "committed" at the last step, where they can add fees. Concert and sporting event ticket hubs, like StubHub, are the same. I'll add 4 tickets to an event at a reasonable price, and the final checkout price is $200 higher, so I'll find something better to spend my money on instead. [1] https://www.forbes.com/sites/panosmourdoukoutas/2017/02/24/a-strategic-mistake-that-still-haunts-jc-penney/?sh=445ce8001bcf https://www.forbes.com/sites/panosmourdoukoutas/2017/02/24/a...