I’m not sure the comparison is quite apt, I’m not familiar with any independent food delivery services beyond just asking your buddy to grab some snacks on the way over for a hangout or something.
But I am vaguely familiar with the idea of loss-leading and think its despicable. If no regulation is ever going stand in the way of practices, then knowing they’re being exploited by folks like pizza dude makes me feel a bit better, at least.