Is this alluding to "30 minutes or less"?
It was a redesign from the ground up of the pizza. New dough & sauce formula. A butter/garlic/seasoning added to the crust.
Also Quantity of cheese on a plain pie increased by 50%. A 14" pie went from 7oz to 10oz. Owners lost their shit over this mandated cost increase. Everyone shut up about 4 months later once sales were up 50%.
And a very, very nice advertising campaign. The CEO got on TV and said "Our pizza sucks. Sorry. We know, we listened, we fixed it. Buy three of them for $15 and if you don't like it, we will refund your money no questions asked".
The new customer satisfaction rules were another source of contention. The 100% satisfaction guarentee made franchisees, especially those in.... "urban" environments very nervous. They thought there would be a line out the door of people scamming. My store in such a "low-income, high-population density" environment.
Corporate came down hard on them. Owners, even huge multi-store franchises with 10s of millions in sales were told where the door was if they didn't like it. I was very proud of the central office. They took what could be an excuse to make two rules - One for Flatbush Avenue and another for Newport Beach - and applied it across the company. It really endeared higher management to the workers, many of which lived in just such areas.
I was never worried, and it turned out to not be a problem. The number people who asked for a refund for questionable reasons were very very small and an easily absorbed cost of business.