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], and kept the phone number that Buck’s Pizza had used there in 1962[4].

History

  • 1962: Buck’s Pizza has its West Side shop at 523 S. Midvale Blvd., "open nightly 'til 11:30 p.m.", phone CE 8-5588, the same number Midvale Plaza Pizza used in 1979–80[5][4].
  • 1970–1975: Doug’s Pizza Shop is at 523 S. Midvale Blvd.[6][7]. 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[8]; in September the ad says "MUST SELL due to poor health," under $16,000[9]. 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.[10], and for a short-order cook at a "West-side pizza and sandwich carry-out"[11].
  • 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[12].

When the shop closed has not been found. The 1980 Yellow Pages is the last listing found, and neither the name nor its number appears in the Madison papers after 1980. Several plaza storefronts shared the 523 address: the Captain's Chair hair salon, which opened in the plaza in November 1972[3], gave 523 as its address in 1981 and 1982[13], and The Competition Haircutters, "new" in December 1982, was there in 1983[14], so the salon ads don't show when the pizza shop's space changed hands.

Food

The 1980 ad offered "Delicious Pizza!" along with Tubs-O-Chicken, Tubs-O-Fish, dinners and sandwiches[12]. 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 3.2 (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. ↑ 4.0 4.1 (1962, February 12). 'Bird Watchers... Love... Buck's Pizza. Open Nightly 'til 11:30 p.m. CE 8-5588, 523 S. Midvale.' One of a run of small Buck's ads in both papers, 1962–63. Wisconsin State Journal. p. 10. Newspapers.com image 401163744.
  5. ↑ (1962, January 5). Help wanted: part-time evening counter work; apply in person 'Buck's Pizza Shop, 523 Midvale Shopping Center'. Wisconsin State Journal. p. 24. Newspapers.com image 401179529.
  6. ↑ Madison telephone directory, 1970. Madison telephone directory. Cited on an earlier version of this wiki; not re-read.
  7. ↑ Madison telephone directory, 1975. Madison telephone directory. Cited on an earlier version of this wiki; not re-read.
  8. ↑ (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.
  9. ↑ (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.
  10. ↑ (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.
  11. ↑ (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.
  12. ↑ 12.0 12.1 12.2 (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.
  13. ↑ (1981, May 1). The Captain's Chair family hairstyling centers; West: Midvale Plaza, 523 S. Midvale Blvd., 238-8286. Wisconsin State Journal. p. 59. Newspapers.com image 401058447.
  14. ↑ (1983, April 3). 'Now there are two!' The Competition Haircutters: grand opening of The Competition East, 199 Cottage Grove Rd.; 'Growing rapidly — The Competition West, 523 S. Midvale Blvd. (608) 238-8830'. A Dec. 8, 1982 want ad (p. 40) c…. Wisconsin State Journal. p. 11. Newspapers.com image 405671995.
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