Pizza trucks - Revision history

Jacques: Add Pizza-on-Wheels (1963), the first bake-in-the-truck pizza service

2026-10-25T20:31:35Z

Add Pizza-on-Wheels (1963), the first bake-in-the-truck pizza service

← Older revision		Revision as of 20:31, 25 October 2026
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	==Pizza-on-Wheels (1963)==		==Pizza-on-Wheels (1963)==
	The first was '''Pizza-on-Wheels''', which began on Monday, September 9, 1963. "The business is different from other pizza establishments in that the pizzas are cooked and prepared on order in the trucks as they are enroute to deliveries at the home," the Capital Times explained. Orders were telephoned to an office at 1330 Regent St. (257-4654), and a dispatcher radioed them to one of three trucks — East Side, West Side and Central Madison — where the driver passed the order to the cook in the back. The trucks had ovens, refrigeration and hot and cold running water. The founders, Dick Smith and Thomas Lees, had run a Pizza-on-Wheels in Kenosha for two years; Smith knew of only one other, in Dallas<ref name="ct-1963-09-13-p6">(1963, September 13). "Firm to Cook Pizzas On Way To Customers." ''The Capital Times''. p. 6. Newspapers.com image [https://www.newspapers.com/image/518733738/ 518733738].</ref>. In 1964 its ads promised "Radio Dispatched Mobile Kitchens. The Only Pizza Prepared & Baked Enroute to Your Home!", serving Madison and Monona Grove from vans lettered "Wisconsin's First"<ref name="wsj-1964-02-18-p10">(1964, February 18). Pizza on Wheels advertisement: "Radio Dispatched Mobile Kitchens. The Only Pizza Prepared & Baked Enroute to Your Home!". ''Wisconsin State Journal''. p. 10. Newspapers.com image [https://www.newspapers.com/image/401165133/ 401165133].</ref>. It ~~was still advertising in the Daily Cardinal in 1966 and 1967, when it~~ gave students 10 percent off on weeknights<ref name="dc-1966-04-05-p9">(1966, April 5). [https://search.library.wisc.edu/digital/ASIFIAFXGR6WY58P/pages/ANXYLQMMZAIHBB8Q "Merchants Agree To WSA Discounts."] ''The Daily Cardinal''. p. 9.</ref><ref name="dc-1967-02-03-p11">(1967, February 3). [https://search.library.wisc.edu/digital/AX56ZOXX3XCTET9B/pages/ALKWQHPGL7NOHH8H Pizza on Wheels coupon.] ''The Daily Cardinal''. p. 11.</ref>.		The first was '''Pizza-on-Wheels''', which began on Monday, September 9, 1963. "The business is different from other pizza establishments in that the pizzas are cooked and prepared on order in the trucks as they are enroute to deliveries at the home," the Capital Times explained. Orders were telephoned to an office at 1330 Regent St. (257-4654), and a dispatcher radioed them to one of three trucks — East Side, West Side and Central Madison — where the driver passed the order to the cook in the back. The trucks had ovens, refrigeration and hot and cold running water. The founders, Dick Smith and Thomas Lees, had run a Pizza-on-Wheels in Kenosha for two years; Smith knew of only one other, in Dallas<ref name="ct-1963-09-13-p6">(1963, September 13). "Firm to Cook Pizzas On Way To Customers." ''The Capital Times''. p. 6. Newspapers.com image [https://www.newspapers.com/image/518733738/ 518733738].</ref>. In 1964 its ads promised "Radio Dispatched Mobile Kitchens. The Only Pizza Prepared & Baked Enroute to Your Home!", serving Madison and Monona Grove from vans lettered "Wisconsin's First"<ref name="wsj-1964-02-18-p10">(1964, February 18). Pizza on Wheels advertisement: "Radio Dispatched Mobile Kitchens. The Only Pizza Prepared & Baked Enroute to Your Home!". ''Wisconsin State Journal''. p. 10. Newspapers.com image [https://www.newspapers.com/image/401165133/ 401165133].</ref>. It gave students 10 percent off on weeknights in 1966<ref name="dc-1966-04-05-p9">(1966, April 5). [https://search.library.wisc.edu/digital/ASIFIAFXGR6WY58P/pages/ANXYLQMMZAIHBB8Q "Merchants Agree To WSA Discounts."] ''The Daily Cardinal''. p. 9.</ref>, and its last advertisements, in early 1967, still showed the "Wisconsin's First" van: open daily from 4:30 p.m. to midnight, until 2 a.m. on Fridays and Saturdays<ref name="dc-1967-02-03-p11">(1967, February 3). [https://search.library.wisc.edu/digital/AX56ZOXX3XCTET9B/pages/ALKWQHPGL7NOHH8H Pizza on Wheels coupon.] ''The Daily Cardinal''. p. 11.</ref><ref name="wsj-1967-03-04-p14">(1967, March 4). Pizza on Wheels coupon advertisement with its "Wisconsin's First" van. ''Wisconsin State Journal''. p. 14. Newspapers.com image [https://www.newspapers.com/image/401951767/ 401951767].</ref>.

	==Delivery trucks==		==Delivery trucks==

Jacques: Add Pizza-on-Wheels (1963), the first bake-in-the-truck pizza service

2026-10-25T20:14:47Z

Add Pizza-on-Wheels (1963), the first bake-in-the-truck pizza service

← Older revision		Revision as of 20:14, 25 October 2026
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	In the ~~late 1960s and early~~ 1970s several Madison pizza places delivered by truck, and ~~two~~ companies went further and baked the pizzas in ovens in the trucks on the way.		From 1963 into the 1970s several Madison pizza places delivered by truck, and three companies went further and baked the pizzas in ovens in the trucks on the way.

			==Pizza-on-Wheels (1963)==
			The first was '''Pizza-on-Wheels''', which began on Monday, September 9, 1963. "The business is different from other pizza establishments in that the pizzas are cooked and prepared on order in the trucks as they are enroute to deliveries at the home," the Capital Times explained. Orders were telephoned to an office at 1330 Regent St. (257-4654), and a dispatcher radioed them to one of three trucks — East Side, West Side and Central Madison — where the driver passed the order to the cook in the back. The trucks had ovens, refrigeration and hot and cold running water. The founders, Dick Smith and Thomas Lees, had run a Pizza-on-Wheels in Kenosha for two years; Smith knew of only one other, in Dallas<ref name="ct-1963-09-13-p6">(1963, September 13). "Firm to Cook Pizzas On Way To Customers." ''The Capital Times''. p. 6. Newspapers.com image [https://www.newspapers.com/image/518733738/ 518733738].</ref>. In 1964 its ads promised "Radio Dispatched Mobile Kitchens. The Only Pizza Prepared & Baked Enroute to Your Home!", serving Madison and Monona Grove from vans lettered "Wisconsin's First"<ref name="wsj-1964-02-18-p10">(1964, February 18). Pizza on Wheels advertisement: "Radio Dispatched Mobile Kitchens. The Only Pizza Prepared & Baked Enroute to Your Home!". ''Wisconsin State Journal''. p. 10. Newspapers.com image [https://www.newspapers.com/image/401165133/ 401165133].</ref>. It was still advertising in the Daily Cardinal in 1966 and 1967, when it gave students 10 percent off on weeknights<ref name="dc-1966-04-05-p9">(1966, April 5). [https://search.library.wisc.edu/digital/ASIFIAFXGR6WY58P/pages/ANXYLQMMZAIHBB8Q "Merchants Agree To WSA Discounts."] ''The Daily Cardinal''. p. 9.</ref><ref name="dc-1967-02-03-p11">(1967, February 3). [https://search.library.wisc.edu/digital/AX56ZOXX3XCTET9B/pages/ALKWQHPGL7NOHH8H Pizza on Wheels coupon.] ''The Daily Cardinal''. p. 11.</ref>.

	==Delivery trucks==		==Delivery trucks==
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	==Eveready Rolling Pizza==		==Eveready Rolling Pizza==
	'''Eveready Rolling Pizza, Inc.''' was hiring night drivers for its pizza truck in September 1969<ref name="wsj-1969-09-12-p35">(1969, September 12). Eveready Rolling Pizza, Inc. advertises for pizza-truck drivers. ''Wisconsin State Journal''. p. 35. Newspapers.com image [https://www.newspapers.com/image/401149093/ 401149093].</ref>. The Daily Cardinal's restaurant columnist ordered one in October 1971 — "Did you ever try pizza baked in the back of a truck?" — and found the crust "like soggy motzoh", with much sauce and spice "but there wasn't a lot of anything else"<ref name="dc-1971-10-28-p4">Gourmet, S. S. (1971, October 28). [https://search.library.wisc.edu/digital/AZDG5OTEDZORWN8R/pages/A22KWYDBZHPROL87 State Street Gourmet column on delivered pizza: Eveready Roll'n Pizza, KC Roll'n Pizza Man, Gino's.] ''The Daily Cardinal''. p. 4.</ref>. In the Cardinal's first pizza contest that November, Eveready's pizza arrived in 14 minutes, far ahead of everyone else<ref name="dc-1971-11-05-p9">Anchovy, W. J. (1971, November 5). [https://search.library.wisc.edu/digital/A42WIS6HQWPSI48D/pages/ALQCYDOMULMDO78Q "Promises, promises: First annual pizza contest."] ''The Daily Cardinal''. p. 9.</ref>. It was still hiring truck drivers in January 1972<ref name="ct-1972-01-14-p3">(1972, January 14). Eveready Pizza advertises for pizza-truck drivers. ''The Capital Times''. p. 3. Newspapers.com image [https://www.newspapers.com/image/520628182/ 520628182].</ref>.		Two later companies took up the idea. '''Eveready Rolling Pizza, Inc.''' was hiring night drivers for its pizza truck in September 1969<ref name="wsj-1969-09-12-p35">(1969, September 12). Eveready Rolling Pizza, Inc. advertises for pizza-truck drivers. ''Wisconsin State Journal''. p. 35. Newspapers.com image [https://www.newspapers.com/image/401149093/ 401149093].</ref>. The Daily Cardinal's restaurant columnist ordered one in October 1971 — "Did you ever try pizza baked in the back of a truck?" — and found the crust "like soggy motzoh", with much sauce and spice "but there wasn't a lot of anything else"<ref name="dc-1971-10-28-p4">Gourmet, S. S. (1971, October 28). [https://search.library.wisc.edu/digital/AZDG5OTEDZORWN8R/pages/A22KWYDBZHPROL87 State Street Gourmet column on delivered pizza: Eveready Roll'n Pizza, KC Roll'n Pizza Man, Gino's.] ''The Daily Cardinal''. p. 4.</ref>. In the Cardinal's first pizza contest that November, Eveready's pizza arrived in 14 minutes, far ahead of everyone else<ref name="dc-1971-11-05-p9">Anchovy, W. J. (1971, November 5). [https://search.library.wisc.edu/digital/A42WIS6HQWPSI48D/pages/ALQCYDOMULMDO78Q "Promises, promises: First annual pizza contest."] ''The Daily Cardinal''. p. 9.</ref>. It was still hiring truck drivers in January 1972<ref name="ct-1972-01-14-p3">(1972, January 14). Eveready Pizza advertises for pizza-truck drivers. ''The Capital Times''. p. 3. Newspapers.com image [https://www.newspapers.com/image/520628182/ 520628182].</ref>.

	==KC Rolling Pizza==		==KC Rolling Pizza==

Jacques: New page: delivery by pizza truck in the 1960s and 1970s, and the bake-in-the-truck companies Eveready and KC Rolling Pizza

2026-10-25T17:34:35Z

New page: delivery by pizza truck in the 1960s and 1970s, and the bake-in-the-truck companies Eveready and KC Rolling Pizza

← Older revision		Revision as of 17:34, 25 October 2026
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	==KC Rolling Pizza==		==KC Rolling Pizza==
	'''KC Rolling Pizza''', or "KC Roll'n Pizza Man", sponsored a city softball team in 1970<ref name="ct-1970-06-12-p21">(1970, June 12). City softball roundup naming a K.C. Rolling Pizza team. ''The Capital Times''. p. 21. Newspapers.com image [https://www.newspapers.com/image/520706538/ 520706538].</ref>. The 1971 columnist liked it better than Eveready: a thin crust "with character", with a "tart-like ridge all around the pie"<ref name="dc-1971-10-28-p4" />. It took part in every Cardinal contest from 1971 to 1974, usually near the bottom. In 1974 the paper explained: "KC's used to be a place that could be counted on for fast delivery, if not edible pizza, because the pie is cooked right in the delivery truck." Its driver that year needed three phone calls to find Vilas Hall<ref name="dc-1974-10-14-p11">Calhoun, H. (1974, October 14). [https://search.library.wisc.edu/digital/AUAUB2N7IUYMQS9C/pages/AZFRDN3FZSSQKA8O "Pizza hits the Rocky."] ''The Daily Cardinal''. p. 11.</ref>.		'''KC Rolling Pizza''', or "KC Roll'n Pizza Man", sponsored a city softball team in 1970<ref name="ct-1970-06-12-p21">(1970, June 12). City softball roundup naming a K.C. Rolling Pizza team. ''The Capital Times''. p. 21. Newspapers.com image [https://www.newspapers.com/image/520706538/ 520706538].</ref>. The 1971 columnist liked it better than Eveready: a thin crust "with character", with a "tart-like ridge all around the pie"<ref name="dc-1971-10-28-p4" />. It took part in every Cardinal contest from 1971 to 1974, usually near the bottom. In 1974 the paper explained: "KC's used to be a place that could be counted on for fast delivery, if not edible pizza, because the pie is cooked right in the delivery truck." Its driver that year needed three phone calls to find Vilas Hall<ref name="dc-1974-10-14-p11">Calhoun, H. (1974, October 14). [https://search.library.wisc.edu/digital/AUAUB2N7IUYMQS9C/pages/AZFRDN3FZSSQKA8O "Pizza hits the pits; Rocky wins by default."] ''The Daily Cardinal''. p. 11.</ref>.

	==See also==		==See also==

Jacques: New page: delivery by pizza truck in the 1960s and 1970s, and the bake-in-the-truck companies Eveready and KC Rolling Pizza

2026-10-25T16:06:35Z

New page: delivery by pizza truck in the 1960s and 1970s, and the bake-in-the-truck companies Eveready and KC Rolling Pizza

New page

In the late 1960s and early 1970s several Madison pizza places delivered by truck, and two companies went further and baked the pizzas in ovens in the trucks on the way.

==Delivery trucks==
* [[Paisan’s|Paisan's]], then at 821 University Ave., advertised for a "driver for pizza truck, 2 or 3 nights per week" in 1966 and again in 1968<ref name="ct-1966-01-28-p22">(1966, January 28). Paisan's Restaurant, 821 University Ave., advertises for a pizza-truck driver. ''The Capital Times''. p. 22. Newspapers.com image [https://www.newspapers.com/image/519603222/ 519603222].</ref><ref name="wsj-1968-01-22-p14">(1968, January 22). Paisan's Restaurant, 821 University Ave., advertises for a pizza-truck driver. ''Wisconsin State Journal''. p. 14. Newspapers.com image [https://www.newspapers.com/image/404570718/ 404570718].</ref>.
* In February 1967 thieves twice in one night took the hotbox and the pizzas from the delivery trucks of "Gargano's Pizza Parlor, 535 State St." — Gino Gargano's first restaurant, before [[Gino’s|Gino's]] moved to 540 State St.<ref name="ct-1967-02-03-p1">(1967, February 3). "Pizza Truck Looter Gets Pies, Heater." ''The Capital Times''. p. 1. Newspapers.com image [https://www.newspapers.com/image/520021410/ 520021410].</ref>
* Mr. E's Pizza at Hilldale wanted a part-time truck driver in August 1970<ref name="wsj-1970-08-07-p22">(1970, August 7). Mr. E's Pizza, Hilldale, advertises for a part-time truck driver. ''Wisconsin State Journal''. p. 22. Newspapers.com image [https://www.newspapers.com/image/396678866/ 396678866].</ref>.

==Eveready Rolling Pizza==
'''Eveready Rolling Pizza, Inc.''' was hiring night drivers for its pizza truck in September 1969<ref name="wsj-1969-09-12-p35">(1969, September 12). Eveready Rolling Pizza, Inc. advertises for pizza-truck drivers. ''Wisconsin State Journal''. p. 35. Newspapers.com image [https://www.newspapers.com/image/401149093/ 401149093].</ref>. The Daily Cardinal's restaurant columnist ordered one in October 1971 — "Did you ever try pizza baked in the back of a truck?" — and found the crust "like soggy motzoh", with much sauce and spice "but there wasn't a lot of anything else"<ref name="dc-1971-10-28-p4">Gourmet, S. S. (1971, October 28). [https://search.library.wisc.edu/digital/AZDG5OTEDZORWN8R/pages/A22KWYDBZHPROL87 State Street Gourmet column on delivered pizza: Eveready Roll'n Pizza, KC Roll'n Pizza Man, Gino's.] ''The Daily Cardinal''. p. 4.</ref>. In the Cardinal's first pizza contest that November, Eveready's pizza arrived in 14 minutes, far ahead of everyone else<ref name="dc-1971-11-05-p9">Anchovy, W. J. (1971, November 5). [https://search.library.wisc.edu/digital/A42WIS6HQWPSI48D/pages/ALQCYDOMULMDO78Q "Promises, promises: First annual pizza contest."] ''The Daily Cardinal''. p. 9.</ref>. It was still hiring truck drivers in January 1972<ref name="ct-1972-01-14-p3">(1972, January 14). Eveready Pizza advertises for pizza-truck drivers. ''The Capital Times''. p. 3. Newspapers.com image [https://www.newspapers.com/image/520628182/ 520628182].</ref>.

==KC Rolling Pizza==
'''KC Rolling Pizza''', or "KC Roll'n Pizza Man", sponsored a city softball team in 1970<ref name="ct-1970-06-12-p21">(1970, June 12). City softball roundup naming a K.C. Rolling Pizza team. ''The Capital Times''. p. 21. Newspapers.com image [https://www.newspapers.com/image/520706538/ 520706538].</ref>. The 1971 columnist liked it better than Eveready: a thin crust "with character", with a "tart-like ridge all around the pie"<ref name="dc-1971-10-28-p4" />. It took part in every Cardinal contest from 1971 to 1974, usually near the bottom. In 1974 the paper explained: "KC's used to be a place that could be counted on for fast delivery, if not edible pizza, because the pie is cooked right in the delivery truck." Its driver that year needed three phone calls to find Vilas Hall<ref name="dc-1974-10-14-p11">Calhoun, H. (1974, October 14). [https://search.library.wisc.edu/digital/AUAUB2N7IUYMQS9C/pages/AZFRDN3FZSSQKA8O "Pizza hits the Rocky."] ''The Daily Cardinal''. p. 11.</ref>.

==See also==
* [[Daily Cardinal pizza contests]]
* [[Item:Q2901|Eveready Rolling Pizza in the Madison Pizza Wiki database]]
* [[Item:Q2902|KC Rolling Pizza in the Madison Pizza Wiki database]]

==Notes==
<references />

[[Category:1960s]]
[[Category:1970s]]