I try to disguise it a little to avoid the awkwardness, and also put the recipient into the subdomain instead of sender name. For example for grubhub I'd do:
me@grb.mydomain.com
No need to remember anything because it's all in a password manager. I've found this worthwhile, already blocked a couple spammers.
You could also go with something fully random, you still get the same benefit. It's easy to look in your email history and see what you originally used the email address for. Password manager obviously required though.