V Pizza, a popular Jacksonville pizza chain, is making changes to its pizza dough after years of customer feedback about its texture. The owners of the wood-fired pizza restaurant announced on social media Sunday that they will be adjusting their signature dough recipe, which has been a topic of discussion for over a decade.
The change comes after frequent comments from customers who described the dough as “soggy.” Despite the restaurant’s overall success, the owners said this has been a common criticism since V Pizza opened 11 years ago.
About six months ago, the restaurant decided to test the feedback. They surveyed customers at one of their locations, asking whether they preferred a “classic Napoletana” crust or a firmer version of the same crust. The response was clear: 90% of customers favored the firmer version, with over 1,400 orders surveyed.
The owners were not surprised by the preference but were taken aback by the strong majority. They were also pleased by the positive feedback on other menu items, including wings, sandwiches, calzones, pasta, salads, and desserts.
“It’s a huge positive,” the owners wrote on Facebook. “We’ve been successful with the other offerings and amazing cocktails. Imagine what could happen if we provide a firmer crust that so many people prefer?”
The changes to the dough will not involve altering the ingredients. The restaurant will continue using Caputo 00 Italian flour, sea salt, yeast, and distilled water. The new recipe will, however, include extra virgin olive oil in each batch. The ratio of ingredients and the proofing process will also be adjusted to create a firmer texture.
“We will keep the same ingredients, but the crust will be firmer, and the pizza will have less water on top,” the owners said.
The owners acknowledged that some customers may not welcome the changes but asked for patience as they introduce the new recipe.
“We’re confident you will love the small changes,” they wrote. “Over time, even the biggest fans of the current recipe will enjoy the new version just as much.”
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