Pizza delivery firms are cashing in with a price mark-up of up to 900 per cent, industry insiders have revealed. Sales are rising at a time when more people are trying to save money by eating in rather than dining out. Yet customers may be unaware that while they are being charged £12.49 for a large cheese and tomato Margherita pizza, it has been made with ingredients costing just £1.25. Some of the 900 per cent mark-up can be explained by the fact the Government takes its own cut, with VAT at 20 per cent. The firms also have other costs, including rent, rates and wages. In common with all food businesses, raw ingredients make up a relatively small portion of the total costs.