V Pizza will make it crust firmer after complaints from customers. | V Pizza
Published on December 9, 2024 at 1:14 pm
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V Pizza is changing things up heading into 2025. The popular Northeast Florida chain will adjust its crust recipe after thousands of complaints from customers.
In a post on social media, V Pizza said Sunday that the restaurant has always prided itself on authenticity, crafting its Napoletana-style pizzas with ingredients sourced directly from Italy. But over the years, feedback from some customers revealed mixed opinions about the brand’s signature pizzas, despite widespread praise for its drinks, wings, stromboli and cocktails.
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“Raise your hand if you think V pizza has the best wings, Stromboli, cocktails or customer service anywhere, but the pizza is just ‘ok’ or ‘pretty good’” one said.
The chain’s post went on to state that feedback from customers on the restaurant’s pizza isn’t a one-time thing, but that it’s been a shared opinion amongst many for over a decade.
“By almost all accounts, we have been very successful. Unfortunately, there is just one comment that has been regular and reoccurring for the last 11 years,” the post said. “‘Their cocktails are amazing but the pizza is always soggy.’ ‘Those are the best wings I have ever had but the pizza is just OK.’ ‘I’m so glad that I found the V Stromboli; it’s my go-to when I go to V Pizza because we don’t care for the pizza.'”
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For V Pizza, the feedback was both a challenge and an opportunity.
About six months ago, V Pizza ran an experiment at one of its locations, asking customers a direct question: Would they prefer the classic Napoletana crust or a firmer version?
Reaction from customers
The firmer crust, made with slight adjustments to the dough’s water and yeast ratios and a longer proofing process, proved overwhelmingly popular. According to the post, nine of 10 customers chose the firmer option.
“It’s a testament to the customer service, the other food offerings and the amazing cocktails that have gotten us to where we are today,” the restaurant’s post said. “What’s the potential if we offer a firmer crust that so many people really prefer????”
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While customer feedback inspired the change, V Pizza is taking care to ensure its signature style remains intact.
“We will continue to do everything above, while making a pizza that the crust is a little more firm and the top of the pizzas are a bit less watery. In the next few weeks you will notice your closest location moving to this slightly more firm crust. It will NOT be a major difference and there will be no changes in quantity or quality of products on your pizza.”
The updated recipe requires more time and effort to produce, but the V Pizza team is confident the adjustment will satisfy both new and longtime customers.
Change at V Pizza
Acknowledging that some fans may be wary of change, the restaurant asked for understanding.
“We know that a lot of you don’t like change AND we understand that we have a lot of HUGE fans of the current recipe,” V Pizza wrote. “What I am asking for is a little grace and to just give it a chance! We are confident you will love the very slight changes and over time even the biggest fans of the current recipe will love this new one just as much!!!!”
As the transition rolls out across all V Pizza locations in the coming weeks, the team remains focused on delivering authentic, high-quality food and a stellar customer experience.
The announcement has already been met with positive responses.
One commenter wrote: “This is exactly what customer service and running a successful business is about. You listen to feedback from the community and adapt. I will always love your traditional pizza though.”
This story was produced by News4Jax, a Jacksonville Today news partner.
