I think these stories about Domino's drivers saving lives beat Morton's delivering a free steak to a lucrative customer. (Which I agree every company should do occasionally for their own best interests.):

Old lady doesn't place her regular order, driver takes the initiative to drive over and check on her. Sure enough, she's fallen and she can't get up: http://consumerist.com/2011/02/dominos-delivery-driver-saves...

Psycho ex threatens to stab customer with the door open as the driver arrives, he sneaks away and calls the cops: http://www.uhpinions.com/dominos-pizza/