Rocky Rococo (411 West Gilman Street) (Q554)

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store at 411 West Gilman Street, Madison
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Rocky Rococo (411 West Gilman Street)
store at 411 West Gilman Street, Madison

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    They closed that store in 1995 to make room for their first non-pizza venture, the short-lived Blue Cow
    The first Rocky Rococo. Started with $15,000 and a beat-up pickup truck.
    Announced Feb. 1974: Brown's would close March 16 and become 'Rocky Roccoco, featuring deep pan pizza deluxe, by the slice, and delivering whole pizzas' — a white or whole-wheat pastry-style crust, self-service, slices 50¢ to 75¢; Brown's old owners kept a financial stake. Roger Brown: 'Possibly the last thing Madison needs is another pizza place.'
    By fall 1974 it delivered (256-0600) and sponsored the Daily Cardinal's crossword ('Rocky Rococo Delivers the Crossword Puzzle'). In Aug. 1975 it sold whole pies, sandwiches, salads and Schlitz on tap, 11:30 a.m. to 1 a.m. (2 a.m. Fri.–Sat.), while 651 State sold slices.