That probably doesn’t work unless it’s a hassle to shop around or switch pizza shops.
At the end of the day, if I spend $12 at Domino’s and $13 at Papa John’s for equivalent product, I’m going to remember the difference.
I don’t have to line up my pizza with my air travel plans, and I don’t have to spend an hour transferring phone numbers to my new pizza if I decide to change to East Of Chicago from Papa John’s.
If I get a bill from a pizza shop doing that special fee crap, that is going to stick out and annoy me that they are charging more than their advertised price. Given the ease of pizza shopping, that is a strong disincentive to shop there again. If their advertised price goes up a buck, I may notice, but at least I will know the cause and know they are being straight with me. And I can easily compare to the buck increase on the pizza shop down the street.