Falbo Bros Pizzeria: Difference between revisions

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* Mad Dogs, the sports bar and pizzeria next door at 620 University Ave., opened in 1995: University Sports, Inc. was granted its beer license on May 16, and by September it was "a Badger fan magnet" with 14 taps<ref name="ct-1995-06-09-p18">(1995, June 9). "Common Council proceedings, May 16, 1995." ''The Capital Times''. p. 18. Newspapers.com image [https://www.newspapers.com/image/519934105/ 519934105].</ref><ref name="wsj-1995-09-21-p58">(1995, September 21). "On the Town: Silver Eagle moves, Mad Dogs opens." ''Wisconsin State Journal''. p. 58. Newspapers.com images [https://www.newspapers.com/image/404460940/ 404460940], [https://www.newspapers.com/image/521737336/ 521737336], [https://www.newspapers.com/image/521737342/ 521737342].</ref>. Falbo Bros supplied its food from the start: Mad Dog's own advertisement of February 1996 promised a "full food menu by Falbo Bro's Pizza"<ref name="wsj-1996-02-29-p65">(1996, February 29). "Mad Dog's Sports Pub & Pizzeria." ''Wisconsin State Journal''. p. 65. Newspapers.com images [https://www.newspapers.com/image/397261925/ 397261925], [https://www.newspapers.com/image/521780802/ 521780802], [https://www.newspapers.com/image/521766764/ 521766764].</ref>, and the pizza was still Falbo's in the late 1990s and early 2000s; an October 1999 advertisement offered a free slice of Falbo Bros. pizza with a Mad Mug on Thursday nights<ref name="ct-1999-10-28-p121">(1999, October 28). Mad Dogs Sports Bar & Pizzeria, 620 University Ave., 251-0943, 'one block from the Kohl Center', 12 TVs, more than 100 beers; coupon for a free slice of Falbo Bros. pizza with a Mad Mug on Thursday nights (also p122). ''The Capital Times''. p. 121. Newspapers.com images [https://www.newspapers.com/image/522190952/ 522190952], [https://www.newspapers.com/image/522190961/ 522190961].</ref>.
* Mad Dogs, the sports bar and pizzeria next door at 620 University Ave., opened in 1995: University Sports, Inc. was granted its beer license on May 16, and by September it was "a Badger fan magnet" with 14 taps<ref name="ct-1995-06-09-p18">(1995, June 9). "Common Council proceedings, May 16, 1995." ''The Capital Times''. p. 18. Newspapers.com image [https://www.newspapers.com/image/519934105/ 519934105].</ref><ref name="wsj-1995-09-21-p58">(1995, September 21). "On the Town: Silver Eagle moves, Mad Dogs opens." ''Wisconsin State Journal''. p. 58. Newspapers.com images [https://www.newspapers.com/image/404460940/ 404460940], [https://www.newspapers.com/image/521737336/ 521737336], [https://www.newspapers.com/image/521737342/ 521737342].</ref>. Falbo Bros supplied its food from the start: Mad Dog's own advertisement of February 1996 promised a "full food menu by Falbo Bro's Pizza"<ref name="wsj-1996-02-29-p65">(1996, February 29). "Mad Dog's Sports Pub & Pizzeria." ''Wisconsin State Journal''. p. 65. Newspapers.com images [https://www.newspapers.com/image/397261925/ 397261925], [https://www.newspapers.com/image/521780802/ 521780802], [https://www.newspapers.com/image/521766764/ 521766764].</ref>, and the pizza was still Falbo's in the late 1990s and early 2000s; an October 1999 advertisement offered a free slice of Falbo Bros. pizza with a Mad Mug on Thursday nights<ref name="ct-1999-10-28-p121">(1999, October 28). Mad Dogs Sports Bar & Pizzeria, 620 University Ave., 251-0943, 'one block from the Kohl Center', 12 TVs, more than 100 beers; coupon for a free slice of Falbo Bros. pizza with a Mad Mug on Thursday nights (also p122). ''The Capital Times''. p. 121. Newspapers.com images [https://www.newspapers.com/image/522190952/ 522190952], [https://www.newspapers.com/image/522190961/ 522190961].</ref>.
* The October 1999 restaurant guide listed the University Avenue shop open until 2:30 a.m. Sunday to Wednesday and 4 a.m. Thursday to Saturday<ref name="ct-1999-10-28-p113">(1999, October 28). "Rhythm Restaurant Guide 1999–2000: Pizzerias (1)." ''The Capital Times''. p. 113. Newspapers.com image [https://www.newspapers.com/image/522190911/ 522190911].</ref>.
* The October 1999 restaurant guide listed the University Avenue shop open until 2:30 a.m. Sunday to Wednesday and 4 a.m. Thursday to Saturday<ref name="ct-1999-10-28-p113">(1999, October 28). "Rhythm Restaurant Guide 1999–2000: Pizzerias (1)." ''The Capital Times''. p. 113. Newspapers.com image [https://www.newspapers.com/image/522190911/ 522190911].</ref>.
* In August 1996 the shop called itself "one of Madison's fastest growing pizzerias" while hiring a manager, assistant managers at $7 to $9 an hour and drivers at $8 to $12<ref name="wsj-1996-08-18-p83">(1996, August 18). Gumby's help-wanted advertisement, 2433 University Ave. and 310 S. Brearly. ''Wisconsin State Journal''. p. 83. Newspapers.com image [https://www.newspapers.com/image/405452215/ 405452215].</ref>. Its advertisements that autumn promised "Slices Available After Bar!", open until 3 a.m. Sunday to Wednesday and 4 a.m. Thursday to Saturday, with dine-in at Mad Dog's next door and free delivery within a limited range; the October version was headed "Creating Handmade 'Masterpieces' Daily"<ref name="wsj-1996-09-26-p59">(1996, September 26). "Falbo Bros. Pizzeria: Slices Available After Bar!" ''Wisconsin State Journal''. p. 59. Newspapers.com images [https://www.newspapers.com/image/405288118/ 405288118], [https://www.newspapers.com/image/405273457/ 405273457].</ref><ref name="wsj-1996-10-17-p56">(1996, October 17). "Falbo Bros. Pizzeria: Creating Handmade 'Masterpieces' Daily." ''Wisconsin State Journal''. p. 56. Newspapers.com image [https://www.newspapers.com/image/405272575/ 405272575].</ref>. In September 1997 the shop recruited delivery drivers ("average $8–13/hr") jointly with Fresh Express Subs & Salads, so the two were under one management<ref name="wsj-1997-09-23-p29">(1997, September 23). "Help wanted: Fresh Express Subs & Salads / Falbo Bros. Pizzeria drivers; Pizza Extreme drivers." ''Wisconsin State Journal''. p. 29. Newspapers.com images [https://www.newspapers.com/image/401433818/ 401433818], [https://www.newspapers.com/image/401434180/ 401434180], [https://www.newspapers.com/image/401435051/ 401435051].</ref>; the 1997 Answer Book listed it for thick- and thin-crust stuffed pizza made from scratch<ref name="wsj-1997-08-20-p103">(1997, August 20). "Answer Book restaurant guide: Pizza." ''Wisconsin State Journal''. p. 103. Newspapers.com image [https://www.newspapers.com/image/401951861/ 401951861].</ref>.
* A similar pizza agreement exists between the Mason Lounge and the location on Park St<ref>Christians, L. (2017, June 28). "East side craft brewery to make 'big beers for everyone'." ''The Capital Times''. 32.</ref>.
* A similar pizza agreement exists between the Mason Lounge and the location on Park St<ref>Christians, L. (2017, June 28). "East side craft brewery to make 'big beers for everyone'." ''The Capital Times''. 32.</ref>.


Latest revision as of 15:05, 24 October 2026

Falbo Bros Pizzeria was founded in 1992 in Madison, and have since expanded to locations in Iowa and Texas. Falbo Bros is in the minority of pizzerias in Madison offering Chicago-style deep dish and stuffed pizza[1] in addition to a wide variety of specialty pizzas. They also make calzones.

History

Jason Schleip and Rob Robbins, childhood friends from Kenosha and students at the University of Wisconsin, began experimenting in early 1992 after failing to find a good late-night delivery pizza. Falbo Bros. opened on August 1, 1992, in a 550-square-foot, $500-a-month space in the 500 block of University Avenue, with used equipment and a 20-year-old oven; the name was in Robbins's family and the sauce recipe his grandmother's. Schleip bought out Robbins within a year and left business school to run the shop. The first franchise opened in Iowa City in 1997. Schleip owned the Park Street flagship until 2008; by October 2010 all eight stores in Wisconsin and Iowa were franchisee-owned, and a ninth was opening in Fort Collins, Colorado[2]. In 2014 the company counted 10 locations in Wisconsin and Iowa[3]. The Mason Lounge on South Park Street had Falbo's deliver pies to its customers by 2010[4].

Trivia

  • Falbo Bros. Pizzeria, Inc. was incorporated on April 13, 1993, with Jason A. Schleip at 515 University Ave.[5]
  • Jay Rath gave the shop three stars in May 1993. Schleip, "the University of Wisconsin student", had found no pizza in town he liked the previous summer and "did something about it": the dough was made from scratch every two hours and hand-tossed in a 20-year-old oven, a 14-inch thick crust with three toppings cost $10.30, the shop stayed open until 1 a.m. or later (5 a.m. one Saturday) and delivered free within two or three miles. Rath ranked it "second only to Rozino's", and it supplied the hot lunch at Glen Cove Elementary School[6]. That August a dining guide listed its "thick crust, thin crust or stuffed pizza with sauce and dough made from scratch"[7].
  • A year later Rath called the thick crust "possibly the weightiest in town": hand-rolled and hand-tossed, a new batch from scratch every two hours, "lots of cheese, only a fair amount of typical-tasting (but homemade) sauce unless you ask for more"[8].
  • The first help-wanted advertisement, for "drivers & pizzamakers" at "Falbo Bros. Pizzeria, 515 University", ran on July 17, 1992, two weeks before the shop opened[9].
  • Owner Jay Schleip was among those at Camp Randall celebrating the Wisconsin Badger Football Team's win in the 1994 Rose Bowl. He had arrived in his car playing "We are the champions of the world" on the stereo, spurring the crowd into singing along[10].
  • Highlighted by the Tonight Show with Jay Leno segment "Headlines" where an ad was shown with a cartoon character saying "At Falbo's, we wash our hands after handling the sausage"[11].
  • Delivery driver pepper-sprayed along with raucous crowd during 2003 Halloween revelry[12]. The deliveryman was reportedly trying to protect his car from people trying to get into his car and take food.
  • Participated in the Black Restaurant Week Jamboree Taste along with other Black-owned restaurants to bring attention to a decline in black-owned businesses in Madison[13].
  • Mad Dogs, the sports bar and pizzeria next door at 620 University Ave., opened in 1995: University Sports, Inc. was granted its beer license on May 16, and by September it was "a Badger fan magnet" with 14 taps[14][15]. Falbo Bros supplied its food from the start: Mad Dog's own advertisement of February 1996 promised a "full food menu by Falbo Bro's Pizza"[16], and the pizza was still Falbo's in the late 1990s and early 2000s; an October 1999 advertisement offered a free slice of Falbo Bros. pizza with a Mad Mug on Thursday nights[17].
  • The October 1999 restaurant guide listed the University Avenue shop open until 2:30 a.m. Sunday to Wednesday and 4 a.m. Thursday to Saturday[18].
  • In August 1996 the shop called itself "one of Madison's fastest growing pizzerias" while hiring a manager, assistant managers at $7 to $9 an hour and drivers at $8 to $12[19]. Its advertisements that autumn promised "Slices Available After Bar!", open until 3 a.m. Sunday to Wednesday and 4 a.m. Thursday to Saturday, with dine-in at Mad Dog's next door and free delivery within a limited range; the October version was headed "Creating Handmade 'Masterpieces' Daily"[20][21]. In September 1997 the shop recruited delivery drivers ("average $8–13/hr") jointly with Fresh Express Subs & Salads, so the two were under one management[22]; the 1997 Answer Book listed it for thick- and thin-crust stuffed pizza made from scratch[23].
  • A similar pizza agreement exists between the Mason Lounge and the location on Park St[24].

Locations

  • 101 River Pl., Monona. In January 2026 "a separate owner still operates a Falbo's in Monona"[25].
  • 2411 Allen Blvd., Middleton.

Former Locations

  • 1207 N Sherman Ave. (after 2009 to 2023; Dough Boy’s Pizza opened there on October 2, 2023[26]).
  • 406 S Park St. (to 2025[25]). One of a row of storefronts owned by Ben Gottlieb of University Audio[27].
  • 515 University Ave. (1992 to 1995; still listed there in the August 16, 1995 student guide[28])
  • 622 University Ave. (1995[29] to ?; on September 3, 1995, "Falbo Bros. Pizza is expanding" and hiring at 622 University[30]). In October 2000 it was open until 2:30 a.m. Sunday to Wednesday and 4 a.m. Thursday to Saturday, with everything under $10[31]. In September 2000 four teenagers tore up the restaurant after midnight, throwing pizza at the walls; they were arrested on State Street[32].
  • 3301 Parmenter St., Middleton. (2009[33]).

External links

Notes

  1. ↑ Rath, J. (1993, May 1). "Falbo Bros. really delivers: Its thick-crust pizza ranks near the top." The Capital Times. 4D.
  2. ↑ Moe, D. (2010, October 30). "Doug Moe: Falbo's grows out of friends' need for good pizza." madison.com.
  3. ↑ Adams, B. (2014, January 31). "Local pizza also shines on Super Bowl Sunday." madison.com.
  4. ↑ (2010, April 22). Table Talk: the Mason Lounge's delivery deal with neighboring Falbo's. The Capital Times. p. 7. Newspapers.com image 522588430.
  5. ↑ (1993, May 27). "Incorporations." Wisconsin State Journal. p. 49. Newspapers.com image 406411496.
  6. ↑ Rath, J. (1993, May 1). "Falbo Bros. really delivers: Its thick-crust pizza ranks near the top." The Capital Times. p. 38. Newspapers.com image 521422908.
  7. ↑ (1993, August 18). "Good dining spots — Pizza." Wisconsin State Journal. p. 93. Newspapers.com image 406358045.
  8. ↑ Rath, J. (1994, September 3). "Pizza choices as varied as toppings." The Capital Times. p. 42. Newspapers.com image 521480603.
  9. ↑ (1992, July 17). 'Drivers & pizzamakers — drivers need own car & insurance. Falbo Bros. Pizzeria, 515 University, 255-9090/256-0506' (also WSJ July 19 p77, July 20 p22, July 21 p24). The Capital Times. p. 17. Newspapers.com images 521661322, 406398279, 406399938, 406400590.
  10. ↑ Lucas, M. (1994, January 3). "Donna and Barry relish the moment." The Capital Times. 2A.
  11. ↑ Kalk, S. (1997, February 8). "Cheap Eats (Side Order)." The Capital Times. 4D.
  12. ↑ Ingersoll, B. (2003, November 5). "Pizza man says police no help with crowd." Wisconsin State Journal. A9.
  13. ↑ Kalk Derby, S. (2020, August 16). "Supporting black-owned businesses can be tasty." Wisconsin State Journal. E1.
  14. ↑ (1995, June 9). "Common Council proceedings, May 16, 1995." The Capital Times. p. 18. Newspapers.com image 519934105.
  15. ↑ (1995, September 21). "On the Town: Silver Eagle moves, Mad Dogs opens." Wisconsin State Journal. p. 58. Newspapers.com images 404460940, 521737336, 521737342.
  16. ↑ (1996, February 29). "Mad Dog's Sports Pub & Pizzeria." Wisconsin State Journal. p. 65. Newspapers.com images 397261925, 521780802, 521766764.
  17. ↑ (1999, October 28). Mad Dogs Sports Bar & Pizzeria, 620 University Ave., 251-0943, 'one block from the Kohl Center', 12 TVs, more than 100 beers; coupon for a free slice of Falbo Bros. pizza with a Mad Mug on Thursday nights (also p122). The Capital Times. p. 121. Newspapers.com images 522190952, 522190961.
  18. ↑ (1999, October 28). "Rhythm Restaurant Guide 1999–2000: Pizzerias (1)." The Capital Times. p. 113. Newspapers.com image 522190911.
  19. ↑ (1996, August 18). Gumby's help-wanted advertisement, 2433 University Ave. and 310 S. Brearly. Wisconsin State Journal. p. 83. Newspapers.com image 405452215.
  20. ↑ (1996, September 26). "Falbo Bros. Pizzeria: Slices Available After Bar!" Wisconsin State Journal. p. 59. Newspapers.com images 405288118, 405273457.
  21. ↑ (1996, October 17). "Falbo Bros. Pizzeria: Creating Handmade 'Masterpieces' Daily." Wisconsin State Journal. p. 56. Newspapers.com image 405272575.
  22. ↑ (1997, September 23). "Help wanted: Fresh Express Subs & Salads / Falbo Bros. Pizzeria drivers; Pizza Extreme drivers." Wisconsin State Journal. p. 29. Newspapers.com images 401433818, 401434180, 401435051.
  23. ↑ (1997, August 20). "Answer Book restaurant guide: Pizza." Wisconsin State Journal. p. 103. Newspapers.com image 401951861.
  24. ↑ Christians, L. (2017, June 28). "East side craft brewery to make 'big beers for everyone'." The Capital Times. 32.
  25. ↑ 25.0 25.1 Kalk Derby, S. (2026, January 16). "32 restaurants, bars and cafes that closed in the Madison area in 2025." madison.com.
  26. ↑ Kalk Derby, S. (2024, June 13). "Restaurant review: Dough Boy's pizza is remarkable, across all categories." madison.com.
  27. ↑ (2023, December 26). "South Park businesses fear that the BRT plan to eliminate street parking would destroy them." madison.com.
  28. ↑ (1995, August 16). "Student dining guide 1995: Pizza." Wisconsin State Journal. p. 59. Newspapers.com images 404412582, 522634426.
  29. ↑ (1995, September 1). "Classifieds." Wisconsin State Journal. C.
  30. ↑ (1995, September 3). 'FALBO BROS. PIZZA IS EXPANDING' — assistant manager, delivery drivers, waitstaff, in-store help; 'Stop by at 622 University… ask for Jason or Tony', 255-9090 / 258-9198. Wisconsin State Journal. p. 88. Newspapers.com image 404441192.
  31. ↑ (2000, October 26). Pizza directory listing Gumby's at S. Brearly St. The Capital Times. p. 92.
  32. ↑ Ingersoll, B. (2000, September 13). "Campus pizza place vandalized." Wisconsin State Journal. p. 3. Newspapers.com image 407342253.
  33. ↑ (2009, October 22). "77 Square Dining Guide". Wisconsin State Journal. 35.
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