Right, I forgot, that it is still common here in Germany, where I live :). But if these orders come from one person, the orders should be traceable. Also, I don't get why the pizza shops don't have a larger incentive to not fall victim to this.

So here in Germany they will often call you back on a land-line to confirm the order (and to have a verified phone number associated with the order) pretty sure that's keeping fraud down.

Susequent orders don't require this anymore because they have the address on file.