In many ways, pizza is the canary in the coal mine when it comes to the US economy. Americans order pizza to celebrate a child’s birthday, to mark the departure of a coworker, or as something to eat when we don’t have the time–or the money–for anything more elaborate. Through good times and bad, pizza has been there for America.

Domino’s built an empire on our appetite for pizza, as did its many competitors (Pizza Hut, Little Caesars, Herman Cain, etc.)–and our supermarket aisles filled with frozen cheese pie brands. So when a juggernaut like Domino’s implements a major change in its relationship to the public—such as emphasizing services in its brick-and-mortar stores—we know something big is happening. Here it is: A growing trend shows that many Americans would rather pick up their pizzas than have them delivered. The first question any PR expert would ask is “Why?”

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