Didn't Pizza Hut give out free individual pizzas for birthdays or was that for the Book Club thing they did?! Memories mix together as you get older.
My wife will always tell a server it's my birthday at whatever restaurant we go to and I typically get a free dessert or something. I do the same for her. Other than that, I haven't tried to get much for free on my birthday. I don't consider myself a shy person, but there's just something uncomfortable about telling a stranger that it's my birthday being in my mid-30's and all!