In my country there's a website that works in every major city and their suburbs that aggregates basically all restaurants, pizzerias, pierogarnias etc.

And you don't have to have an account, the address and payment details are filled in by the browser autocomplete.

So the friction is - click on the menu, click "order", type in the wireless transfer code.

Also - almost nobody orders "pick up" pizza here, so phone requires you to specify the address every time which is significantly more friction.