This morning I found a receipt in my kitchen. It was from my roommate, who had ordered pizza from Dominoes the night before. When I looked at it, I was shocked. There was a single line item on the order, two large pizzas for the sum of $75.98 USD. I thought, "what the hell is this? How is he spending so much on pizza? And the junk they sell at Dominos? They don't even make the crust there!"

But then I looked down to the actual amount paid and it had a discount: $54.00 off the price for buying two of them. So the effective price was a much more reasonable $10.99 each. That's less than a third of the sticker price. After tax and an in-house delivery fee, it was still under half of that price.

I don't eat out that often, and fast food is especially rare for me, so I've been fairly insulated from this, but it seems that this kind of thing is happening everywhere. One pizza place I do get food from occasionally is Pieology. Their pizzas were roughly $10 not too long ago, but in recent years those prices have ballooned, with some locations asking for $15 for the same pizza order. But the secret is that they are actually still selling pizzas for those prices if you use their app - it's just that instead of giving you the real price, you get free "perks", which is your choice of a drink, cookie, and things to that effect. I never go to McDonalds, but I've heard endless complaining about how expensive it is. The retort I hear is, "you better get the app". The app is a privacy nightmare that requires practically every permission it could ask for in order to function, so rather than actually getting deals you're just subsidizing the cost of your food with the sale of your personal data.

There's almost no way to definitively prove this, but one argument that I find compelling as to why restaurants are doing this is because of delivery apps. Delivery apps take omission from the purchase price, and people really don't like seeing that they're paying more for things on the apps than they would be in the stores, so shops are raising the base price of their food in order to make things seem more fair, while offering in-store discounts so that they don't lose out on revenue from lower-income people who wouldn't order from delivery apps. If that's the case, that would mean that people ordering from those delivery apps are not only paying more for the privilege, but they are actively pushing up the prices for everyone else as well. And that's just ridiculous.