Frozen pizza: Difference between revisions

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Add Garth's Brew Bar, Rocky Rococo's 1979 refusal of a grocery line, and the 2023 Woodman's count (TV station and Madison Magazine research)
Add Portesi and Lotzza Motzza
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| Palermo's || a bakery on Milwaukee's East Side (1964)<ref name="wikipedia-palermos">[https://en.wikipedia.org/wiki/Palermo%27s_Pizza "Palermo's Pizza."] ''Wikipedia''. Retrieved October 28, 2026.</ref> || October 1979<ref name="ct-1979-10-09-p51">(1979, October 9). Grocery ad: Palermo sausage pizza $1.99, beside Jeno's pizza. ''The Capital Times''. p. 51. Newspapers.com image [https://www.newspapers.com/image/520975168/ 520975168].</ref>
| Palermo's || a bakery on Milwaukee's East Side (1964)<ref name="wikipedia-palermos">[https://en.wikipedia.org/wiki/Palermo%27s_Pizza "Palermo's Pizza."] ''Wikipedia''. Retrieved October 28, 2026.</ref> || October 1979<ref name="ct-1979-10-09-p51">(1979, October 9). Grocery ad: Palermo sausage pizza $1.99, beside Jeno's pizza. ''The Capital Times''. p. 51. Newspapers.com image [https://www.newspapers.com/image/520975168/ 520975168].</ref>
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| Portesi || George Portesi's pizzas at Paul's Bar, Stevens Point (about 1954)<ref name="wti-2013-09-24-portesi">(2013, September 24). [https://wetheitalians.com/news/made-in-central-wisconsin-portesi-continues-long-family-tradition "Made in Central Wisconsin: Portesi continues long family tradition."] ''We the Italians''.</ref> || June 1980<ref name="ct-1980-06-02-p7">(1980, June 2). Sentry saver's coupon: 19.5-oz. package of frozen Portesi Sausage Pizza, $2.06 with coupon, good through June 10, 1980. ''The Capital Times''. p. 7. Newspapers.com image [https://www.newspapers.com/image/519880584/ 519880584].</ref>
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| Emil's || Emil Caplene's pizza place, Watertown (1961)<ref name="simonson-2024-10-07-frozen-pizza-cradle" /> || 2017 (a sales route in the Madison market)<ref name="ct-2017-12-13-pO17">(2017, December 13). Emil's Pizza classified ad for a Madison-area sales route driver. ''The Capital Times''. p. O17. Newspapers.com image [https://www.newspapers.com/image/516779297/ 516779297].</ref>
| Emil's || Emil Caplene's pizza place, Watertown (1961)<ref name="simonson-2024-10-07-frozen-pizza-cradle" /> || 2017 (a sales route in the Madison market)<ref name="ct-2017-12-13-pO17">(2017, December 13). Emil's Pizza classified ad for a Madison-area sales route driver. ''The Capital Times''. p. O17. Newspapers.com image [https://www.newspapers.com/image/516779297/ 516779297].</ref>
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| Lotzza Motzza (Orv's, later Brew Pub) || Bernatello's Foods, Kaukauna<ref name="kcn-2023-09-17-lotzza-motzza-packers">(2023, September 17). [https://kaukaunacommunitynews.com/2023/09/17/brew-pub-lotzza-motzza-pizza-named-official-pizza-of-the-green-bay-packers/ "Brew Pub Lotzza Motzza pizza named official pizza of the Green Bay Packers."] ''Kaukauna Community News''.</ref> || July 2004<ref name="wsj-2004-07-04-p207">(2004, July 4). Grocery insert: assorted varieties of Orv's Lotzza Motzza Pizza, 22–25.45 oz., 2 for $8.00 with card. ''Wisconsin State Journal''. p. 207. Newspapers.com image [https://www.newspapers.com/image/407693009/ 407693009].</ref>
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* '''Roma''' grew out of the Eau Claire restaurant of Davis Donnelly, an attorney, who first made pizzas for local grocery stores. In 1965 he set up a large frozen pizza plant in Black River Falls; the company, Dadco Food Products, was sold to Bernatello's in 2000<ref name="simonson-2024-10-07-frozen-pizza-cradle" /><ref name="wsj-1965-06-06-p25" />.
* '''Roma''' grew out of the Eau Claire restaurant of Davis Donnelly, an attorney, who first made pizzas for local grocery stores. In 1965 he set up a large frozen pizza plant in Black River Falls; the company, Dadco Food Products, was sold to Bernatello's in 2000<ref name="simonson-2024-10-07-frozen-pizza-cradle" /><ref name="wsj-1965-06-06-p25" />.
* '''Palermo's''' was started as a bakery by Jack and Zina Fallucca and also makes Screamin' Sicilian<ref name="wikipedia-palermos" />.
* '''Palermo's''' was started as a bakery by Jack and Zina Fallucca and also makes Screamin' Sicilian<ref name="wikipedia-palermos" />.
* '''Portesi''' goes back to George Portesi, who baked pizzas in a tavern near Chicago from 1939 and at a resort in Almond from 1944 before moving to Stevens Point<ref name="wti-2013-09-24-portesi" />. A Sentry coupon in 1980 offered frozen Portesi Sausage Pizza in Madison, and in 1985 the company looked for a salesperson to sell frozen pizza fund raisers to Madison-area schools<ref name="ct-1980-06-02-p7" /><ref name="wsj-1985-08-02-p39">(1985, August 2). Classified: part-time salesperson for fund raisers (frozen pizza) to schools in the Madison area; Portesi Italian Foods, 1103 2nd St., Stevens Point. ''Wisconsin State Journal''. p. 39. Newspapers.com image [https://www.newspapers.com/image/401367286/ 401367286].</ref>. In 1965 a supper club in Wisconsin Rapids, offered for sale in a Madison want ad with replies to a Portesi, was wholesaling about 1,000 pizzas a week to area supermarkets<ref name="wsj-1965-06-27-p45">(1965, June 27). Classified, business for sale: a Wisconsin Rapids supper club on Highway 13 "featuring American and Italian food, also wholesaling approximately 1,000 pizzas per week to area supermarkets for resale"; reply to a Portesi, 8…. ''Wisconsin State Journal''. p. 45. Newspapers.com image [https://www.newspapers.com/image/397380295/ 397380295].</ref>.
* '''Lotzza Motzza''' was sold in Madison as Orv's Lotzza Motzza Pizza in 2004 and as Lotzza Motzza Brew Pub Pizza at Roundy's by 2013<ref name="wsj-2004-07-04-p207" /><ref name="wsj-2013-08-21-p51">(2013, August 21). Roundy's bonus-ticket items, Aug. 18–28, 2013: Lotzza Motzza Brew Pub Pizza, selected 22.25–30.75 oz. varieties. ''Wisconsin State Journal''. p. 51. Newspapers.com image [https://www.newspapers.com/image/523034743/ 523034743].</ref>. Its maker, Bernatello's of Kaukauna, also bought Roma; in 2023 Brew Pub Lotzza Motzza became the official pizza of the Green Bay Packers<ref name="kcn-2023-09-17-lotzza-motzza-packers" />.
* In 2023 Madison Magazine counted close to 50 frozen pizza brands in more than four aisles of freezer cases at the west-side Woodman's. Its staff ranked six Wisconsin brands: Tombstone first, then DiGiorno, Jack's, Screamin' Sicilian, Palermo's and Roma<ref name="madmag-2023-09-21-frozen-pizza">Conklin, A. R. (2023, September 21). [https://www.channel3000.com/madison-magazine/why-is-wisconsin-obsessed-with-frozen-pizza/article_19b7ad70-58c3-11ee-86fd-1702f53e8d03.html "Why is Wisconsin obsessed with frozen pizza?"] ''Madison Magazine''.</ref>.
* In 2023 Madison Magazine counted close to 50 frozen pizza brands in more than four aisles of freezer cases at the west-side Woodman's. Its staff ranked six Wisconsin brands: Tombstone first, then DiGiorno, Jack's, Screamin' Sicilian, Palermo's and Roma<ref name="madmag-2023-09-21-frozen-pizza">Conklin, A. R. (2023, September 21). [https://www.channel3000.com/madison-magazine/why-is-wisconsin-obsessed-with-frozen-pizza/article_19b7ad70-58c3-11ee-86fd-1702f53e8d03.html "Why is Wisconsin obsessed with frozen pizza?"] ''Madison Magazine''.</ref>.


Revision as of 04:42, 29 October 2026

Frozen pizza has been sold in Madison since at least the 1950s, when grocery ads offered "frozen pizza pies"[1]. Wisconsin became one of the centers of the industry. Several of the brands in Madison freezer cases were started in the state in the 1960s, often from a tavern or pizzeria kitchen, and later bought by national food companies[2][3]. Some Madison restaurants have also sold their own pizzas frozen, and some bars and taprooms bake frozen pizzas made by local kitchens.

Wisconsin brands in Madison stores

Brand Where it began Earliest Madison ad found
Roma Davis Donnelly's Roman Inn, Eau Claire (1960s); a plant at Black River Falls from 1965[2][4] December 1964, probably this brand[5]
Tombstone the Tombstone Tap, Medford (1962)[3] December 1973[6]
Jack's Toby Elrick's garage, Little Chute (1960)[2] November 1977[7]
Palermo's a bakery on Milwaukee's East Side (1964)[8] October 1979[9]
Portesi George Portesi's pizzas at Paul's Bar, Stevens Point (about 1954)[10] June 1980[11]
Emil's Emil Caplene's pizza place, Watertown (1961)[2] 2017 (a sales route in the Madison market)[12]
Lotzza Motzza (Orv's, later Brew Pub) Bernatello's Foods, Kaukauna[13] July 2004[14]
  • Tombstone took its name from the Simek brothers' tavern in Medford, which stood across from a cemetery. In 1985 the Tombstone Pizza Corporation had a route-sales office in Sun Prairie[3][15]. Tombstone and Jack's are now Nestlé brands[3][2].
  • Roma grew out of the Eau Claire restaurant of Davis Donnelly, an attorney, who first made pizzas for local grocery stores. In 1965 he set up a large frozen pizza plant in Black River Falls; the company, Dadco Food Products, was sold to Bernatello's in 2000[2][4].
  • Palermo's was started as a bakery by Jack and Zina Fallucca and also makes Screamin' Sicilian[8].
  • Portesi goes back to George Portesi, who baked pizzas in a tavern near Chicago from 1939 and at a resort in Almond from 1944 before moving to Stevens Point[10]. A Sentry coupon in 1980 offered frozen Portesi Sausage Pizza in Madison, and in 1985 the company looked for a salesperson to sell frozen pizza fund raisers to Madison-area schools[11][16]. In 1965 a supper club in Wisconsin Rapids, offered for sale in a Madison want ad with replies to a Portesi, was wholesaling about 1,000 pizzas a week to area supermarkets[17].
  • Lotzza Motzza was sold in Madison as Orv's Lotzza Motzza Pizza in 2004 and as Lotzza Motzza Brew Pub Pizza at Roundy's by 2013[14][18]. Its maker, Bernatello's of Kaukauna, also bought Roma; in 2023 Brew Pub Lotzza Motzza became the official pizza of the Green Bay Packers[13].
  • In 2023 Madison Magazine counted close to 50 frozen pizza brands in more than four aisles of freezer cases at the west-side Woodman's. Its staff ranked six Wisconsin brands: Tombstone first, then DiGiorno, Jack's, Screamin' Sicilian, Palermo's and Roma[19].

Made in Madison

  • Bunky’s: the Capadona family were said to be the first to sell frozen pizzas to local grocery stores. In 2008 Bunky's Cafe and Silly Yak Bakery sold frozen gluten-free pizzas at Woodman's and Sentry Hilldale[20].
  • Paisan’s: in 1985 its Delitalia deli on University Avenue sold Paisan's pizza "frozen or hot," $4.75 for a 12-inch[21].
  • Gino’s: the Garganos' Gino's deli, open from 1982, kept a freezer of frozen Gino's stuffed pizzas[22].
  • Fraboni’s, the Italian deli in Monona, makes its own 12-inch frozen pizzas, with a Pizza of the Month[23][24].
  • Uncle E’s Pizza sold frozen pizzas from a charity food trailer in 2015[25].
  • Off the Block, made by teens in the Mentoring Positives youth program since 2016[26][27].
  • Rocky Rococo turned down a grocery-store line: in 1979 Oscar Mayer proposed selling Rocky's pizzas in grocery stores, and the founders said no, since they could not keep the quality in a frozen pizza[28].
  • Salvatore's Tomato Pies developed frozen 10-inch pizzas at its Monona commissary in 2020–21[29].

Pizzas baked at bars

  • In 2013 One Barrel Brewing, 2001 Atwood Ave., served "a locally made 12-inch Fraboni's pizza"[30].
  • In 2019 Garth's Brew Bar, planned for 1726 Monroe St., said its only food would be Batch Bakehouse pretzels and Fraboni's pizzas[31].
  • By 2021 Salvatore's frozen pizzas were sold at I/O Arcade Bar and at Lark Market in Janesville[32].

See also

Notes

  1. ↑ (1957, September 12). National Food Stores ad: "Grazianos Frozen Pizza Pies", 12-oz. package 67 cents (also CT 1958-01-02 p17). Wisconsin State Journal. p. 20. Newspapers.com image 402097958.
  2. ↑ 2.0 2.1 2.2 2.3 2.4 2.5 Simonson, R. (2024, October 7). "The Frozen Pizza Cradle." The Mix with Robert Simonson.
  3. ↑ 3.0 3.1 3.2 3.3 "Tombstone (pizza)." Wikipedia. Retrieved October 28, 2026.
  4. ↑ 4.0 4.1 (1965, June 6). "Lawyer To Establish Pizza Plant at Falls." Wisconsin State Journal. p. 25. Newspapers.com image 397377200.
  5. ↑ (1964, December 17). New-store opening ad: "FREE! Roma Pizza", with cold meats, Pepsi, Thiele sausage and ice cream cones. Wisconsin State Journal. p. 9. Newspapers.com image 397608798.
  6. ↑ (1973, December 26). C&P Foods coupon: a free quart of Pepsi with any variety of Tombstone Pizza, good through Dec. 31, 1973. Wisconsin State Journal. p. 45. Newspapers.com image 402482685.
  7. ↑ (1977, November 30). Grocery ad: frozen sausage Jack's Pizza, 16 oz., $1.39. Wisconsin State Journal. p. 13. Newspapers.com image 405514101.
  8. ↑ 8.0 8.1 "Palermo's Pizza." Wikipedia. Retrieved October 28, 2026.
  9. ↑ (1979, October 9). Grocery ad: Palermo sausage pizza $1.99, beside Jeno's pizza. The Capital Times. p. 51. Newspapers.com image 520975168.
  10. ↑ 10.0 10.1 (2013, September 24). "Made in Central Wisconsin: Portesi continues long family tradition." We the Italians.
  11. ↑ 11.0 11.1 (1980, June 2). Sentry saver's coupon: 19.5-oz. package of frozen Portesi Sausage Pizza, $2.06 with coupon, good through June 10, 1980. The Capital Times. p. 7. Newspapers.com image 519880584.
  12. ↑ (2017, December 13). Emil's Pizza classified ad for a Madison-area sales route driver. The Capital Times. p. O17. Newspapers.com image 516779297.
  13. ↑ 13.0 13.1 (2023, September 17). "Brew Pub Lotzza Motzza pizza named official pizza of the Green Bay Packers." Kaukauna Community News.
  14. ↑ 14.0 14.1 (2004, July 4). Grocery insert: assorted varieties of Orv's Lotzza Motzza Pizza, 22–25.45 oz., 2 for $8.00 with card. Wisconsin State Journal. p. 207. Newspapers.com image 407693009.
  15. ↑ (1985, April 13). Classified: Route Sales — Tombstone Pizza Corporation, P.O. Box 104, Sun Prairie. The Capital Times. p. 22. Newspapers.com image 519917370.
  16. ↑ (1985, August 2). Classified: part-time salesperson for fund raisers (frozen pizza) to schools in the Madison area; Portesi Italian Foods, 1103 2nd St., Stevens Point. Wisconsin State Journal. p. 39. Newspapers.com image 401367286.
  17. ↑ (1965, June 27). Classified, business for sale: a Wisconsin Rapids supper club on Highway 13 "featuring American and Italian food, also wholesaling approximately 1,000 pizzas per week to area supermarkets for resale"; reply to a Portesi, 8…. Wisconsin State Journal. p. 45. Newspapers.com image 397380295.
  18. ↑ (2013, August 21). Roundy's bonus-ticket items, Aug. 18–28, 2013: Lotzza Motzza Brew Pub Pizza, selected 22.25–30.75 oz. varieties. Wisconsin State Journal. p. 51. Newspapers.com image 523034743.
  19. ↑ Conklin, A. R. (2023, September 21). "Why is Wisconsin obsessed with frozen pizza?" Madison Magazine.
  20. ↑ Wegner, A. N. (2008, May 28). "No glut for gluten-free 'za." madison.com.
  21. ↑ Campbell, G. (1985, May 5). Review of Paisan's Delitalia, 3313 University Ave. (University Hill Plaza): Paisan's pizza frozen or hot, $4.75 for a 12-inch; 'some people swear by Paisan's thin-crust pizza'. Wisconsin State Journal. p. 103. Newspapers.com image 401487720.
  22. ↑ Smith, S. L. (1986, March 30). Review of Gino's deli, open since 1982, with a freezer of frozen Gino's stuffed pizzas; owned by Kathy and Gino Gargano, 'who also own Gino's at 540 State St.'. Wisconsin State Journal. p. 86. Newspapers.com image 402304070.
  23. ↑ (2012, January 11). Fraboni's playoff ad: "All Large Fraboni's Frozen Pizzas $5.49 each". The Capital Times. p. 3.
  24. ↑ (2019, February 13). Fraboni's ad: "February Pizza of the Month: our Delicious C.P.W. pizza — VOTED BEST FROZEN PIZZA IN WISCONSIN" (by Garry Fraboni), Cheese Parsley and Wine sausage 12-inch pizza $6.49. The Capital Times. p. O18. Newspapers.com image 592862863.
  25. ↑ Christians, L. (2015, July 31). "Uncle E's Pizza sells dinner with a side of philanthropy." madison.com.
  26. ↑ (2017, January 4). Year in food events: at Goodman Community Center, teens in the Mentoring Positives and PEOPLE programs developed a frozen pizza prototype in 2016, to be marketed as Off the Block pizza. The Capital Times. p. O30. Newspapers.com image 516779207.
  27. ↑ (2019, October 23). Mentoring Positives' 15th anniversary: it has created two products, salsa and frozen pizza, under the Off The Block brand. The Capital Times. p. O19. Newspapers.com image 610763848.
  28. ↑ Moe, D. (2017, December 1). "From the archive: The start of Rocky Rococo's." Madison Magazine.
  29. ↑ Kalk Derby, S. (2021, August 20). "Dark Horse rides again: New gallery and music space taking shape in former Star Bar." madison.com.
  30. ↑ Bedford, S. (2013, April 18). Let's Eat: One Barrel Brewing, 2001 Atwood Ave., serves "a locally made 12-inch Fraboni's pizza, usually $10, only $7 before 5 p.m. on Saturdays and Sundays"; cheese, pepperoni, sausage, veggie, and sausage and giardiniera. The Capital Times. p. 5. Newspapers.com image 521039603.
  31. ↑ Inveiss, M. (2019, August 15). "Garth's Brew Bar, set to open this fall, concentrates on expertly curated, craft beers." Madison Magazine.
  32. ↑ Christians, L. (2021, August 30). "Salvatore's Tomato Pies swims through the pandemic, picking up speed." madison.com.
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