Peter;
Again, I have to take the fifth as I'm still under contract with PJ's, but suffice it to say that among the big box store players, it might be a safe bet to say that they are all using the same dough concept (refrigerated or frozen) to provide dough to their stores. If one were to break from the pack the others would shurely hold them up to ridicule in their advertising so in effect, they are locked into a dance with their competition. The smaller chains, be it national or regional, are not in this situation as they don't stand toe to toe in the ring against these big box chains, this allows them to do whatever works best for them and due to their smaller size, they seldom draw fire from anyone except maybe for a local competitor. As for the use of frozen dough, it certainly is a big market so someone is buying it, you're right, it just isn't being advertised. Personally, when it comes to a pizzeria, I'm with you as I don't think it means very much to the average consumer if the dough that the pizza crust was made from was actually made weeks or months ago or just lastnight, instead, they are more interested in the taste, flavor and texture of the crust and how they perceive it. Frozen dough really isn't all that bad, but it can be improved upon, as I've mentioned before, commercially made frozen dough is made without fermentation or with limited fermentation as in the case of pre-proofed frozen pizza skins. I can't say if the flavor profile of the pre-proofed skins can be improved upon as we haven't done any work along these lines, but since they already do have some fermentation on the dough the flavor really isn't too bad. On the other hand, we have the frozen dough balls/pucks which for the most part do not have any fermentation so one of the things that we commonly do to improve the flavor is to remove the frozen dough from the freezer and allow it to slack out/thaw in the cooler/fridge overnight, then bring it out to room temperature for about 90-minutes, then place it back into the cooler where it will now cold ferment for 24 to 36-hours prior to use. When using this dough we manage it in the same way as we do fresh made dough that has been cold fermented for 24 to 36-hours. However, since most of the commercial frozen dough is made with a reducing agent to help reduce the mixing time of the dough it really doesn't hold up well in the cooler past the 36-hour mark (dough becomes too soft and tacky).
Tom Lehmann/The Dough Doctor