I think “free” in the sense that it was the same price whether you picked it up or had the place deliver. You only had to tip the driver. This was for delivery only places like Dominos/local chains near me.

The couple of dollars extra for delivery fees started maybe in the mid/late 2000s where I am (midwest USA).

>It was never free, it was subsidized by pick up or eat in.

Or not. Sometimes extra costs simply come out of the bottom line because it is better to make a delivery sale with lower margin, than lose the sale entirely.

The idea that it must be subsidized only makes sense if every pizza place has no profit.