All I know is that my $13 food choice costs me $22 when I go to check out, and I think twice about it, then check the promos, and then consider the price of just pickup, or order something else (lower price, or different restuarant with different delivery fees, or maybe add a $2 item to remove the $3 small order fee)
You price according to what the market can bear, as a participant of the market this has stretched the rationalization of what I am willing to bear, and if it isn't economically viable then maybe lay off 3,700 employees and buy the leaner competitor, crazy idea right