Midvale Plaza Pizza

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Midvale Plaza Pizza was a pizza, chicken and fish carryout in the Midvale Plaza shopping center on the west side of Madison. It was run by the plaza's IGA grocery store: its 1979 ads read "Midvale Plaza Pizza (by IGA)"[1]. It took over the storefront of Doug’s Pizza Shop, which had been there since at least 1970[2][3].

History

  • 1970–1975: Doug’s Pizza Shop is at 523 S. Midvale Blvd.[4][5]. In October 1972 a Midvale Plaza ad lists Doug's Pizza among the plaza's merchants, beside the IGA Foodliner, Bergmans Pharmacy and a Baskin-Robbins[3].
  • 1978: classified ads with the number the pizza shop later used, 238-5588, offer a west-side fast-food carryout for sale. In May the owner is "retiring" and asks $17,500[6]; in September the ad says "MUST SELL due to poor health," under $16,000[7]. The ads don't name the business.
  • November 1978 – March 1979: the same number advertises for help at a "Pizza & Deli business" open from 11 a.m. to about 7 p.m.[8], and for a short-order cook at a "West-side pizza and sandwich carry-out"[9].
  • August–September 1979: every Friday, "Midvale Plaza Pizza (by IGA)" advertises its fish special in the dining directories of both Madison papers[1].
  • 1980: the Yellow Pages has a box ad for Midvale Plaza Pizza at 523 S. Midvale Blvd., 238-5588, open daily 11 a.m. to 9 p.m., Sunday 5 to 9 p.m., and closed Monday[10].

When the shop closed has not been found.

Food

The 1980 ad offered "Delicious Pizza!" along with Tubs-O-Chicken, Tubs-O-Fish, dinners and sandwiches[10]. In 1979 the Friday special was a "Delicious Beer Batter Carryout Fish Dinner": five pieces of fish with french fries, cole slaw and a roll for $1.95 (regularly $2.50), or three dinners for $5[1].

Locations

See also

Notes

  1. ↑ 1.0 1.1 1.2 1.3 (1979, August 10). "Fish Special." Wisconsin State Journal. p. 29. Newspapers.com image 405533514.
  2. ↑ (1970, April 8). Wedding announcement: the bridegroom, Russell Lee O'Kane, a 1969 graduate of Madison Area Technical College, 'is co-owner of Doug's Pizza'. Also in The Capital Times the same day (p. 35, image 519584445). Wisconsin State Journal. p. 13. Newspapers.com image 396875353.
  3. ↑ 3.0 3.1 (1972, October 14). Midvale Plaza Shopping Center advertisement (Midvale Blvd. between Mineral Point Rd. and Tokay Blvd.): The Captain's Chair opening in November; Midvale Hobby Shop in new and expanded quarters; 'Present Merchants': Bergmans …. Wisconsin State Journal. p. 3. Newspapers.com image 401207632.
  4. ↑ Madison telephone directory, 1970. Madison telephone directory. Cited on an earlier version of this wiki; not re-read.
  5. ↑ Madison telephone directory, 1975. Madison telephone directory. Cited on an earlier version of this wiki; not re-read.
  6. ↑ (1978, May 31). Business Opportunities: 'FAST FOOD CARRYOUT — Madison's most unique business in excellent west side location, low overhead, completely equipped. $17,500, terms available to right party. Owner retiring. 238-5588 or 231-2773…. Wisconsin State Journal. p. 52. Newspapers.com image 401249306.
  7. ↑ (1978, September 26). Business Opportunities: 'MUST SELL due to poor health. Unique carryout food operation in excellent westside location. Low overhead. Terms available. Completely equipped. Under $16,000. 238-5588, 231-2773.' Ran in both pape…. Wisconsin State Journal. p. 41. Newspapers.com image 400998317.
  8. ↑ (1978, November 18). Help wanted: 'DEPENDABLE Honest person for Pizza & Deli business. Hours 11 a.m. to approximately 7 p.m. Some experience preferred. Call 238-5588.' Ran Nov. 18–23, 1978. Wisconsin State Journal. p. 29. Newspapers.com image 396361629.
  9. ↑ (1979, March 31). Help wanted: 'SHORT Order — Part time. Eves.: Fri.-Sat.-Sun.; Days: Sat. … West-side pizza and sandwich carry-out. 238-5588 for appointment.' Ran March 31 – April 2, 1979. Wisconsin State Journal. p. 28. Newspapers.com image 396463253.
  10. ↑ 10.0 10.1 10.2 (1980). Madison Yellow Pages, 1980 edition (Wisconsin Telephone Co.), 'Pizza' classification, p. 447: listings Barnaby's Family Inn (4802 E. Washington Ave. 241-2131; 6613 Mineral Point Rd. 833-1671), Brat und Brau (1421 Regent; …. Madison telephone directory. p. 447.
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