Quick story, was having my car repaired and the dealership drove me home. The driver and I started talking about pizza, and he told me the story about how Pepe's had dealt with a problem with their pizza tasting different outside of New Haven. Many New Haven lovers complained that the pizza was not Pepe's standards. Their satellite restaurants used the exact same ingredients, yet the taste was different (or not as good).
Pepe's paid for technicians, labs and other scientists to probe the reason. Apparently Pepe's agreed.
The problem was then discovered that the difference in taste was due to the water being used. New Haven area water had a content that was unmatched elsewhere (or at least in their other locations). Since the discovery they now ship water to the satellite stores along with the other ingredients.
Now that's the story from the driver, hasn't been verified but its a fun and believable story to tell.