Its a "good" name. Pizza is a low margin item and although pizza is a natural online for pickup or delivery name. I would still type-in (and do ALL the time) - the actual name of the chain to order my pizza or check out the menu.
I go to Pizzahut.com if I want to order from Pizza Hut. If I want to check out the menu at Panago - I go to Panago.com......as long as what is intuitive is what the url is - its good - Dominos should be dominos....
I already don't like central ordering on the phone - I think I would like central ordering on the net even less....
On the other hand - if I'm Pizza Hut or any of the big players - I want to own Pizza.com - but only to redirect to "my" site - "my" brand - I wouldn't use it as "pizza".com
So it might still sell for a pile of money because - why not - we can afford it - we'll make the franchises buy it - says the chain.
I think the owner of Pizza.com will do well.