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I think Scott123 will tell you that pizzerias turned their oven temps lower to save money, but there may have been other changes.
I suggest reading though this topic, http://www.pizzamaking.com/forum/index.php/topic,20460.msg202673.html#msg202673-Peter
None of this happened overnight. The transition was just slow enough for the majority of people to be completely oblivious. Owner by owner would see the business that the chains were doing and say to themselves, "Hey, if people are paying good money for this garbage, why am I spending so much on the fuel it takes for hotter ovens/faster bakes? Why am I spending the extra cash to hire skilled stretchers?" Slowly but surely, the ovens were turned down, the unskilled teenagers replaced the crusty old pizzaiolos, and the bake times were increased. Goodbye, puffy rims. So long, oven spring. See ya later, thin, hard to stretch crusts. Great pizza, farewell.