Sure because you had to distribute sales and place product. You shifted marketing off to the retail location and distributor and you still controlled the price / mark up.
Pizza is already sold, the last mile delivery should have zero impact on its retail. Right now the last mile delivery has a near monopoly on retail of a restaurant. Pretending that toast/grubhub/seamless somehow benefit the customer is pure rubbish.
That's basically how retailing worked before direct-to-consumer? Even with Nike you can get their goods through a variety of distribution channels.