Rocky Rococo - Revision history

Jacques: Closing dates for 651 State St. (July 31, 1998) and 411 W. Gilman St. (1995)

2026-10-29T16:27:10Z

Closing dates for 651 State St. (July 31, 1998) and 411 W. Gilman St. (1995)

Jacques: Add the 1979 Oscar Mayer frozen-pizza offer and the pan-pizza name dispute (Madison Magazine 1987, reprinted 2017)

2026-10-29T03:02:48Z

Add the 1979 Oscar Mayer frozen-pizza offer and the pan-pizza name dispute (Madison Magazine 1987, reprinted 2017)

← Older revision		Revision as of 03:02, 29 October 2026
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	* Craig Culver, co-founder of Culver's, once ran the Monona Drive restaurant for a year<ref name="wsj-2024-12-27-pA1" />.		* Craig Culver, co-founder of Culver's, once ran the Monona Drive restaurant for a year<ref name="wsj-2024-12-27-pA1" />.
	* A joint venture with Oscar Mayer opened five restaurants in Minneapolis; it "didn't work out"<ref name="wsj-2024-12-27-pA1" />.		* A joint venture with Oscar Mayer opened five restaurants in Minneapolis; it "didn't work out"<ref name="wsj-2024-12-27-pA1" />.
			* Oscar Mayer first approached Rocky's in 1979 about selling its pizzas in grocery stores. The partners said no, since they could not keep the quality in a [[frozen pizza]]; Oscar Mayer then developed restaurants instead<ref name="madmag-2017-12-01-rocky-archive">Moe, D. (2017, December 1). [https://www.channel3000.com/madison-magazine/dining-and-drink/from-the-archive-the-start-of-rocky-rococo-s/article_16aac6c1-6ac2-5026-9bb6-cc7ff7f63df9.html "From the archive: The start of Rocky Rococo's."] ''Madison Magazine''.</ref>.
			* Soon after Rocky's opened in 1974, [[Gargano’s Pizzeria\|Gargano's]] started making pan pizza and tried to register the obvious names, such as "pizza in the pan" and "pan pizza". Rocky's settled on "pan style pizza"<ref name="madmag-2017-12-01-rocky-archive" />.
	* The 1978 menu had thick crust in regular or whole wheat, a meatball sandwich, salad and "Mama's Lasagna"<ref name="wsj-1978-08-03-p16" />.		* The 1978 menu had thick crust in regular or whole wheat, a meatball sandwich, salad and "Mama's Lasagna"<ref name="wsj-1978-08-03-p16" />.
	* The 1980 Yellow Pages ad, "Pan Style Pizza and Pasta", quoted Rocky himself: "my pizza is da most superior throughout da modern world". It offered pizza, lasagna, spaghetti, salads, sandwiches and beer on tap, deliveries and carry-outs, at "5 locations … 5": 4556 Monona Dr., 411 W. Gilman St., 1618 W. Beltline Hwy., S. Whitney Way (misprinted 688 for 694) and 651 State St.<ref name="yp-1980-p449">(1980). Madison Yellow Pages, 1980 edition (Wisconsin Telephone Co.), 'Pizza' classification, p. 449: listings Pizza Oven (6016 Monona Dr. 222-8722; 1018 N. Sherman Ave. 244-0434), Pizza Pit (616 University Ave. 257-5825; Far Eas…. ''Madison telephone directory''. p. 449.</ref>		* The 1980 Yellow Pages ad, "Pan Style Pizza and Pasta", quoted Rocky himself: "my pizza is da most superior throughout da modern world". It offered pizza, lasagna, spaghetti, salads, sandwiches and beer on tap, deliveries and carry-outs, at "5 locations … 5": 4556 Monona Dr., 411 W. Gilman St., 1618 W. Beltline Hwy., S. Whitney Way (misprinted 688 for 694) and 651 State St.<ref name="yp-1980-p449">(1980). Madison Yellow Pages, 1980 edition (Wisconsin Telephone Co.), 'Pizza' classification, p. 449: listings Pizza Oven (6016 Monona Dr. 222-8722; 1018 N. Sherman Ave. 244-0434), Pizza Pit (616 University Ave. 257-5825; Far Eas…. ''Madison telephone directory''. p. 449.</ref>

Jacques: Add the 1976 frozen yogurt

2026-10-28T20:50:22Z

Add the 1976 frozen yogurt

← Older revision		Revision as of 20:50, 28 October 2026
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	==Trivia==		==Trivia==
			* In October 1976 Wayne Mosley and Roger Brown made Rocky Rococo, at 411 W. Gilman St. and 651 State St., the first place in Madison to sell soft-serve frozen yogurt. It was Dannon's "Danny-Yo," in strawberry, raspberry, boysenberry, vanilla and lemon. "It's the hottest thing since pizza," they said<ref name="ct-1976-10-16-p9">Beckmann, A. (1976, October 16). "Frozen yogurt may thaw icy market." ''The Capital Times''. p. 9. Newspapers.com image [https://www.newspapers.com/image/520904338/ 520904338].</ref>.
	* The 1995 Yellow Pages ad listed ten stores — Campus 651 State St., North 3001 N. Sherman Ave., South 1618 W. Beltline Hwy., East 4002 E. Washington Ave. (those three with drive-thru service), Monona 4556 Monona Dr., South West 694 S. Whitney Way, West 4 West Towne Mall, West Side 3730 University Ave., Middleton 2620 Allen Blvd. (delivery and take-out only) and Rocky's Party Pizzeria at 7952 Tree Lane with its "two giant party rooms with 200-inch TV screens" — and offered "Pan Style Pizza or Classic Thin", pasta, lasagna and a salad bar<ref name="yp-1995-p639">(1995). Ameritech PagesPlus Yellow Pages, Madison, 1995 edition, 'Pizza' classification, p. 639: Rocky Rococo display ad — 'Pan Style Pizza or Classic Thin', Wisconsin real cheese, city-wide delivery (limited area), pasta, lasagn…. ''Madison telephone directory''. p. 639.</ref>.		* The 1995 Yellow Pages ad listed ten stores — Campus 651 State St., North 3001 N. Sherman Ave., South 1618 W. Beltline Hwy., East 4002 E. Washington Ave. (those three with drive-thru service), Monona 4556 Monona Dr., South West 694 S. Whitney Way, West 4 West Towne Mall, West Side 3730 University Ave., Middleton 2620 Allen Blvd. (delivery and take-out only) and Rocky's Party Pizzeria at 7952 Tree Lane with its "two giant party rooms with 200-inch TV screens" — and offered "Pan Style Pizza or Classic Thin", pasta, lasagna and a salad bar<ref name="yp-1995-p639">(1995). Ameritech PagesPlus Yellow Pages, Madison, 1995 edition, 'Pizza' classification, p. 639: Rocky Rococo display ad — 'Pan Style Pizza or Classic Thin', Wisconsin real cheese, city-wide delivery (limited area), pasta, lasagn…. ''Madison telephone directory''. p. 639.</ref>.
	* The city's 1999 license renewals carried seven Madison restaurants under First Madco Inc. with Wayne Mosley as agent: beer-only licenses at 1618 W. Beltline Hwy., 4556 Monona Dr., 4002 E. Washington Ave., 3001 N. Sherman Ave., Westgate Mall and 1301 Regent St., and a full liquor license at 7952 Tree Lane<ref name="ct-1999-05-26-p6">(1999, May 26). City of Madison 1999–2000 alcohol license renewals, part 1: Beer Class A, Beer Class B (#41–63) and grocery Class A; Rocky Rococo (First Madco Inc., agent Wayne Mosley) at 1618 W. Beltline Hwy., 4556 Monona Dr., 4002 E. Wash…. ''The Capital Times''. p. 6. Newspapers.com images [https://www.newspapers.com/image/522006387/ 522006387], [https://www.newspapers.com/image/522006852/ 522006852], [https://www.newspapers.com/image/522007480/ 522007480].</ref><ref name="ct-1999-05-26-p7">(1999, May 26). City of Madison 1999–2000 alcohol license renewals, part 2: Liquor & Beer Class B (#159–458): But-Lo LLC dba Sal's Pizzeria 313 State St.; First Madco Inc. dba Rocky Rococo 7952 Tree Ln.; Mineral Spirits Inc. dba Edwardo's N…. ''The Capital Times''. p. 7. Newspapers.com images [https://www.newspapers.com/image/522006391/ 522006391], [https://www.newspapers.com/image/522007482/ 522007482].</ref>. The October 1999 restaurant guide listed the Monona Drive store "(8 other locations)"<ref name="ct-1999-10-28-p114">(1999, October 28). "Rhythm Restaurant Guide 1999–2000: Pizzerias (2)." ''The Capital Times''. p. 114. Newspapers.com image [https://www.newspapers.com/image/522190918/ 522190918].</ref>.		* The city's 1999 license renewals carried seven Madison restaurants under First Madco Inc. with Wayne Mosley as agent: beer-only licenses at 1618 W. Beltline Hwy., 4556 Monona Dr., 4002 E. Washington Ave., 3001 N. Sherman Ave., Westgate Mall and 1301 Regent St., and a full liquor license at 7952 Tree Lane<ref name="ct-1999-05-26-p6">(1999, May 26). City of Madison 1999–2000 alcohol license renewals, part 1: Beer Class A, Beer Class B (#41–63) and grocery Class A; Rocky Rococo (First Madco Inc., agent Wayne Mosley) at 1618 W. Beltline Hwy., 4556 Monona Dr., 4002 E. Wash…. ''The Capital Times''. p. 6. Newspapers.com images [https://www.newspapers.com/image/522006387/ 522006387], [https://www.newspapers.com/image/522006852/ 522006852], [https://www.newspapers.com/image/522007480/ 522007480].</ref><ref name="ct-1999-05-26-p7">(1999, May 26). City of Madison 1999–2000 alcohol license renewals, part 2: Liquor & Beer Class B (#159–458): But-Lo LLC dba Sal's Pizzeria 313 State St.; First Madco Inc. dba Rocky Rococo 7952 Tree Ln.; Mineral Spirits Inc. dba Edwardo's N…. ''The Capital Times''. p. 7. Newspapers.com images [https://www.newspapers.com/image/522006391/ 522006391], [https://www.newspapers.com/image/522007482/ 522007482].</ref>. The October 1999 restaurant guide listed the Monona Drive store "(8 other locations)"<ref name="ct-1999-10-28-p114">(1999, October 28). "Rhythm Restaurant Guide 1999–2000: Pizzerias (2)." ''The Capital Times''. p. 114. Newspapers.com image [https://www.newspapers.com/image/522190918/ 522190918].</ref>.

Jacques: Add the 1974 crossword sponsorship and the 1975 two-store ad

2026-10-25T20:36:26Z

Add the 1974 crossword sponsorship and the 1975 two-store ad

← Older revision		Revision as of 20:36, 25 October 2026
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	The founders, [[Wayne Mosley]] and [[Roger Brown]], were both from the Chicago area and met at the University of Illinois in Champaign-Urbana<ref name="wsj-1988-01-14-p13">Riddle, J. (1988, January 14). "Rocky Rococo founders reached their initial goal." ''Wisconsin State Journal''. p. 13. Newspapers.com image [https://www.newspapers.com/image/400698893/ 400698893].</ref>. Brown had worked there at Garcia's Pizza in a Pan, which sold pizza by the slice; Mosley was a law student and a customer<ref name="wsj-2024-12-27-pA1">Kalk Derby, S. (2024, December 27). [https://madison.com/life-entertainment/local/food-drink/article_ada95988-b403-11ef-9f24-97aeb921c0f2.html "Roger Brown sells his last restaurant after co-founding the company in 1974."] ''Wisconsin State Journal''. p. A1, A6. Newspapers.com images [https://www.newspapers.com/image/1153404253/ 1153404253], [https://www.newspapers.com/image/1153404263/ 1153404263].</ref>. They thought there was a market for [[Pan (pizza style)\|pan-style pizza]], which was popular in Chicago but little known elsewhere, and that a university town was the place to start. In 1973 they visited each city with a Big Ten university and settled on Madison, because it was close to home and had many students from Chicago<ref name="wsj-1982-04-04-p32" />.		The founders, [[Wayne Mosley]] and [[Roger Brown]], were both from the Chicago area and met at the University of Illinois in Champaign-Urbana<ref name="wsj-1988-01-14-p13">Riddle, J. (1988, January 14). "Rocky Rococo founders reached their initial goal." ''Wisconsin State Journal''. p. 13. Newspapers.com image [https://www.newspapers.com/image/400698893/ 400698893].</ref>. Brown had worked there at Garcia's Pizza in a Pan, which sold pizza by the slice; Mosley was a law student and a customer<ref name="wsj-2024-12-27-pA1">Kalk Derby, S. (2024, December 27). [https://madison.com/life-entertainment/local/food-drink/article_ada95988-b403-11ef-9f24-97aeb921c0f2.html "Roger Brown sells his last restaurant after co-founding the company in 1974."] ''Wisconsin State Journal''. p. A1, A6. Newspapers.com images [https://www.newspapers.com/image/1153404253/ 1153404253], [https://www.newspapers.com/image/1153404263/ 1153404263].</ref>. They thought there was a market for [[Pan (pizza style)\|pan-style pizza]], which was popular in Chicago but little known elsewhere, and that a university town was the place to start. In 1973 they visited each city with a Big Ten university and settled on Madison, because it was close to home and had many students from Chicago<ref name="wsj-1982-04-04-p32" />.

	The building on Gilman Street had been Brown's Restaurant, which closed on March 16, 1974, after 36 years. The newspaper noted the coincidence that one of the new proprietors was named Brown<ref name="ct-1974-03-16-p9">LaBrasca, R. (1974, March 16). "Brown's Restaurant to Close Doors On 36 Years of Good Home Cookin'." ''The Capital Times''. p. 9. Newspapers.com image [https://www.newspapers.com/image/521389573/ 521389573].</ref>. Mosley and Brown bought it with a bank loan<ref name="wsj-1982-04-04-p32" />; a later account has them starting "with $15,000 and a beat-up pickup truck"<ref name="wsj-1985-02-03-p117">Simms, P. (1985, February 3). "Where food is fast, so is the growth." ''Wisconsin State Journal''. p. 117. Newspapers.com image [https://www.newspapers.com/image/402044078/ 402044078].</ref>. Within weeks a large slice with sausage cost 80¢ at lunch<ref name="dc-1974-04-25-p8">Gourmet, S. S. (1974, April 25). [https://search.library.wisc.edu/digital/A36YVM6NIUNY2Q86/pages/AOEPORDK2JZ5VL9A State Street Gourmet on pan pizza at Pino's and Rocky Rococo.] ''The Daily Cardinal''. p. 8.</ref>. Mosley remembered sitting outside that first summer asking passersby to come in. Business picked up when university classes began in the fall<ref name="wsj-1982-04-04-p32" />.		The building on Gilman Street had been Brown's Restaurant, which closed on March 16, 1974, after 36 years. The newspaper noted the coincidence that one of the new proprietors was named Brown<ref name="ct-1974-03-16-p9">LaBrasca, R. (1974, March 16). "Brown's Restaurant to Close Doors On 36 Years of Good Home Cookin'." ''The Capital Times''. p. 9. Newspapers.com image [https://www.newspapers.com/image/521389573/ 521389573].</ref>. The Daily Cardinal announced the change in February: Rocky's would serve "deep pan pizza deluxe, by the slice", with a white or whole-wheat "pastry style" crust, self-service and slices at 50 to 75 cents, and Brown's old owners would keep a financial stake. "Possibly the last thing Madison needs is another pizza place," Roger Brown said<ref name="dc-1974-02-27-p1">Lackey, S. K. a. G. (1974, February 27). [https://search.library.wisc.edu/digital/AQRR2SDQFRIA5Y82/pages/A2M57LOWDPD43D8I "Plate lunches go; more pizza comes."] ''The Daily Cardinal''. p. 1.</ref>. Mosley and Brown bought it with a bank loan<ref name="wsj-1982-04-04-p32" />; a later account has them starting "with $15,000 and a beat-up pickup truck"<ref name="wsj-1985-02-03-p117">Simms, P. (1985, February 3). "Where food is fast, so is the growth." ''Wisconsin State Journal''. p. 117. Newspapers.com image [https://www.newspapers.com/image/402044078/ 402044078].</ref>. Within weeks a large slice with sausage cost 80¢ at lunch<ref name="dc-1974-04-25-p8">Gourmet, S. S. (1974, April 25). [https://search.library.wisc.edu/digital/A36YVM6NIUNY2Q86/pages/AOEPORDK2JZ5VL9A State Street Gourmet on pan pizza at Pino's and Rocky Rococo.] ''The Daily Cardinal''. p. 8.</ref>. Mosley remembered sitting outside that first summer asking passersby to come in. Business picked up when university classes began in the fall<ref name="wsj-1982-04-04-p32" />.

	The name came from a song on a record album popular at the time<ref name="wsj-1982-04-04-p32" />.		The name came from a song on a record album popular at the time<ref name="wsj-1982-04-04-p32" />.

Jacques: Add the 1974 crossword sponsorship and the 1975 two-store ad

2026-10-25T19:47:48Z

Add the 1974 crossword sponsorship and the 1975 two-store ad

← Older revision		Revision as of 19:47, 25 October 2026
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	==History==		==History==
	===Growth===		===Growth===
	In October 1974 "newcomer Rocky Rococo" won the Daily Cardinal's fourth annual pizza contest, and in 1975 it won again for pan pizza; see [[Daily Cardinal pizza contests]]<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><ref name="dc-1975-11-04-p1">(1975, November 4). [https://search.library.wisc.edu/digital/AFKR5452RGMKXO8M/pages/A6N32XJ63HHHL38M "Searching for the pie in the sky."] ''The Daily Cardinal''. p. 1.</ref>. In April 1975 the workers at 411 W. Gilman were to vote on a union on May 1<ref name="dc-1975-04-28-p2">Ramsay, C. (1975, April 28). [https://search.library.wisc.edu/digital/AST3BBN4BW3C3F8M/pages/AH2PE4QPTT53ZV8U "Luigi's pizza unionizes, but owner may close."] ''The Daily Cardinal''. p. 2.</ref>.		In October 1974 "newcomer Rocky Rococo" won the Daily Cardinal's fourth annual pizza contest, and in 1975 it won again for pan pizza; see [[Daily Cardinal pizza contests]]<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><ref name="dc-1975-11-04-p1">(1975, November 4). [https://search.library.wisc.edu/digital/AFKR5452RGMKXO8M/pages/A6N32XJ63HHHL38M "Searching for the pie in the sky."] ''The Daily Cardinal''. p. 1.</ref>. That fall it delivered, at 256-0600, and sponsored the Daily Cardinal's crossword puzzle ("Rocky Rococo Delivers the Crossword Puzzle")<ref name="dc-1974-11-15-p14">(1974, November 15). [https://search.library.wisc.edu/digital/A3HFO7KJLV6ODA8K/pages/ACHUF6HAXVYAGE82 Rocky Rococo advertisements: "Rocky Rococo Delivers the Crossword Puzzle"; pan-style pizza, 411 W. Gilman, pickup, seating, delivery.] ''The Daily Cardinal''. p. 14.</ref>. In April 1975 the workers at 411 W. Gilman were to vote on a union on May 1<ref name="dc-1975-04-28-p2">Ramsay, C. (1975, April 28). [https://search.library.wisc.edu/digital/AST3BBN4BW3C3F8M/pages/AH2PE4QPTT53ZV8U "Luigi's pizza unionizes, but owner may close."] ''The Daily Cardinal''. p. 2.</ref>.

	A second restaurant opened in the summer of 1975 at State and Lake streets ([[651 State Street\|651 State St.]]), and two more within the next six months<ref name="wsj-1982-04-04-p32" />. An advertisement in August 1978 listed five restaurants in the Madison area<ref name="wsj-1978-08-03-p16">(1978, August 3). Rocky Rococo advertisement listing five restaurants. ''Wisconsin State Journal''. p. 16. Newspapers.com image [https://www.newspapers.com/image/400945917/ 400945917].</ref>. The first restaurant outside Madison, in La Crosse, followed by about 1979<ref name="wsj-1988-01-14-p13" />.		A second restaurant opened in the summer of 1975 at State and Lake streets ([[651 State Street\|651 State St.]]), and two more within the next six months<ref name="wsj-1982-04-04-p32" />. In August 1975 the two stores divided the work: 411 W. Gilman sold whole pies, sandwiches and salads with Schlitz on tap and delivered, and 651 State sold slices and sandwiches<ref name="dc-1975-08-26-p26">(1975, August 26). [https://search.library.wisc.edu/digital/AS2LMKINXM4QYL8C/pages/AUSK37NE5B6BVQ8Y Rocky Rococo advertisement listing two locations, 411 W. Gilman and 651 State.] ''The Daily Cardinal''. p. 26.</ref>; the City Council granted the State Street license on September 2<ref name="ct-1975-09-03-p8">(1975, September 3). "Council Grants New Licenses." ''The Capital Times''. p. 8. Newspapers.com image [https://www.newspapers.com/image/519840890/ 519840890].</ref>. An advertisement in August 1978 listed five restaurants in the Madison area<ref name="wsj-1978-08-03-p16">(1978, August 3). Rocky Rococo advertisement listing five restaurants. ''Wisconsin State Journal''. p. 16. Newspapers.com image [https://www.newspapers.com/image/400945917/ 400945917].</ref>. The first restaurant outside Madison, in La Crosse, followed by about 1979<ref name="wsj-1988-01-14-p13" />.

	By April 1982 there were 11 restaurants (six in Madison, two in La Crosse and three in Minneapolis) with 350 employees, and the company expected sales of about $6 million that year. Its headquarters was at 333 W. Mifflin St. It was about to start selling franchises, beginning with Milwaukee<ref name="wsj-1982-04-04-p32" />. The company sold franchises for whole television markets rather than single restaurants, so that advertising would pay. By February 1985 there were 43 restaurants in four states<ref name="wsj-1985-02-03-p117" />. That June Roger Brown told the Capital Times that the company planned to open 86 more that year, mostly franchises: "We were lucky to start in Madison." Pizza by the slice, the paper said, had been "pioneered locally by Rocky Rococo and still marketed here almost exclusively by that firm", and Rocky's did about 45 percent of its business before 5 p.m.<ref name="ct-1985-06-22-p14">Egerton, B. (1985, June 22). "Madison has right stuff for making — and eating! — pizza." ''The Capital Times''. p. 14. Newspapers.com image [https://www.newspapers.com/image/519961462/ 519961462].</ref> In its "Cheese-off" that month the paper's tasters gave a slight preference to Rocky's pan pizza, which came in white or whole-wheat crust, over Pizza Hut's<ref name="ct-1985-06-22-p15">(1985, June 22). "Mama Mia! Madison's pizza craving is monstrous / A tale of two pizzas — upscale and other." ''The Capital Times''. p. 15. Newspapers.com image [https://www.newspapers.com/image/519961465/ 519961465].</ref>. The State Journal's fall dining guides listed nine Madison-area stores in 1985 and 1986 — 411 W. Gilman, 651 State (no delivery), 4556 Monona Dr., 1618 N. Beltline, 694 S. Whitney Way, 4002 E. Washington Ave., 3730 University Ave., West Towne Mall and 3001 N. Sherman Ave. — and ten in 1987: "R.R. is the king of pan style pizza (slice or whole pie)"<ref name="wsj-1985-10-06-p140">(1985, October 6). "Madison Area Dining Guide, Fall 1985." ''Wisconsin State Journal''. p. 140. Newspapers.com image [https://www.newspapers.com/image/401397509/ 401397509].</ref><ref name="wsj-1986-10-05-p169">(1986, October 5). "Madison Area Dining Guide, Fall 1986." ''Wisconsin State Journal''. p. 169. Newspapers.com image [https://www.newspapers.com/image/405302760/ 405302760].</ref><ref name="wsj-1987-10-04-p252">(1987, October 4). "Madison Area Dining Guide, Fall 1987." ''Wisconsin State Journal''. p. 252. Newspapers.com image [https://www.newspapers.com/image/402545340/ 402545340].</ref>. The 1986 license list shows the Madison stores held by five companies: Rocky Rococo Corporation (Gilman and State streets), R & W of Wisconsin (Monona Drive and the Beltline), W & R of Wisconsin (Whitney Way and East Washington Avenue), Wayne & Roger Corporation (West Towne) and R & R Pan Style Pizza (North Sherman Avenue)<ref name="wsj-1986-05-01-p30">(1986, May 1). "Legal notice: applications for the sale of beer and/or liquor (City of Madison, 1986–87)." ''Wisconsin State Journal''. p. 30. Newspapers.com images [https://www.newspapers.com/image/402295753/ 402295753], [https://www.newspapers.com/image/402295768/ 402295768].</ref>.		By April 1982 there were 11 restaurants (six in Madison, two in La Crosse and three in Minneapolis) with 350 employees, and the company expected sales of about $6 million that year. Its headquarters was at 333 W. Mifflin St. It was about to start selling franchises, beginning with Milwaukee<ref name="wsj-1982-04-04-p32" />. The company sold franchises for whole television markets rather than single restaurants, so that advertising would pay. By February 1985 there were 43 restaurants in four states<ref name="wsj-1985-02-03-p117" />. That June Roger Brown told the Capital Times that the company planned to open 86 more that year, mostly franchises: "We were lucky to start in Madison." Pizza by the slice, the paper said, had been "pioneered locally by Rocky Rococo and still marketed here almost exclusively by that firm", and Rocky's did about 45 percent of its business before 5 p.m.<ref name="ct-1985-06-22-p14">Egerton, B. (1985, June 22). "Madison has right stuff for making — and eating! — pizza." ''The Capital Times''. p. 14. Newspapers.com image [https://www.newspapers.com/image/519961462/ 519961462].</ref> In its "Cheese-off" that month the paper's tasters gave a slight preference to Rocky's pan pizza, which came in white or whole-wheat crust, over Pizza Hut's<ref name="ct-1985-06-22-p15">(1985, June 22). "Mama Mia! Madison's pizza craving is monstrous / A tale of two pizzas — upscale and other." ''The Capital Times''. p. 15. Newspapers.com image [https://www.newspapers.com/image/519961465/ 519961465].</ref>. The State Journal's fall dining guides listed nine Madison-area stores in 1985 and 1986 — 411 W. Gilman, 651 State (no delivery), 4556 Monona Dr., 1618 N. Beltline, 694 S. Whitney Way, 4002 E. Washington Ave., 3730 University Ave., West Towne Mall and 3001 N. Sherman Ave. — and ten in 1987: "R.R. is the king of pan style pizza (slice or whole pie)"<ref name="wsj-1985-10-06-p140">(1985, October 6). "Madison Area Dining Guide, Fall 1985." ''Wisconsin State Journal''. p. 140. Newspapers.com image [https://www.newspapers.com/image/401397509/ 401397509].</ref><ref name="wsj-1986-10-05-p169">(1986, October 5). "Madison Area Dining Guide, Fall 1986." ''Wisconsin State Journal''. p. 169. Newspapers.com image [https://www.newspapers.com/image/405302760/ 405302760].</ref><ref name="wsj-1987-10-04-p252">(1987, October 4). "Madison Area Dining Guide, Fall 1987." ''Wisconsin State Journal''. p. 252. Newspapers.com image [https://www.newspapers.com/image/402545340/ 402545340].</ref>. The 1986 license list shows the Madison stores held by five companies: Rocky Rococo Corporation (Gilman and State streets), R & W of Wisconsin (Monona Drive and the Beltline), W & R of Wisconsin (Whitney Way and East Washington Avenue), Wayne & Roger Corporation (West Towne) and R & R Pan Style Pizza (North Sherman Avenue)<ref name="wsj-1986-05-01-p30">(1986, May 1). "Legal notice: applications for the sale of beer and/or liquor (City of Madison, 1986–87)." ''Wisconsin State Journal''. p. 30. Newspapers.com images [https://www.newspapers.com/image/402295753/ 402295753], [https://www.newspapers.com/image/402295768/ 402295768].</ref>.

Jacques: Add the 1974 and 1975 Daily Cardinal contests and the 1974 slice price

2026-10-25T17:34:40Z

Add the 1974 and 1975 Daily Cardinal contests and the 1974 slice price

← Older revision		Revision as of 17:34, 25 October 2026
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	==History==		==History==
	===Growth===		===Growth===
	In October 1974 "newcomer Rocky Rococo" won the Daily Cardinal's fourth annual pizza contest, and in 1975 it won again for pan pizza; see [[Daily Cardinal pizza contests]]<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><ref name="dc-1975-11-04-p1">(1975, November 4). [https://search.library.wisc.edu/digital/AFKR5452RGMKXO8M/pages/A6N32XJ63HHHL38M "Searching for the pie in the sky."] ''The Daily Cardinal''. p. 1.</ref>. In April 1975 the workers at 411 W. Gilman were to vote on a union on May 1<ref name="dc-1975-04-28-p2">Ramsay, C. (1975, April 28). [https://search.library.wisc.edu/digital/AST3BBN4BW3C3F8M/pages/AH2PE4QPTT53ZV8U "Luigi's pizza unionizes, but owner may close."] ''The Daily Cardinal''. p. 2.</ref>.		In October 1974 "newcomer Rocky Rococo" won the Daily Cardinal's fourth annual pizza contest, and in 1975 it won again for pan pizza; see [[Daily Cardinal pizza contests]]<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><ref name="dc-1975-11-04-p1">(1975, November 4). [https://search.library.wisc.edu/digital/AFKR5452RGMKXO8M/pages/A6N32XJ63HHHL38M "Searching for the pie in the sky."] ''The Daily Cardinal''. p. 1.</ref>. In April 1975 the workers at 411 W. Gilman were to vote on a union on May 1<ref name="dc-1975-04-28-p2">Ramsay, C. (1975, April 28). [https://search.library.wisc.edu/digital/AST3BBN4BW3C3F8M/pages/AH2PE4QPTT53ZV8U "Luigi's pizza unionizes, but owner may close."] ''The Daily Cardinal''. p. 2.</ref>.

	A second restaurant opened in the summer of 1975 at State and Lake streets ([[651 State Street\|651 State St.]]), and two more within the next six months<ref name="wsj-1982-04-04-p32" />. An advertisement in August 1978 listed five restaurants in the Madison area<ref name="wsj-1978-08-03-p16">(1978, August 3). Rocky Rococo advertisement listing five restaurants. ''Wisconsin State Journal''. p. 16. Newspapers.com image [https://www.newspapers.com/image/400945917/ 400945917].</ref>. The first restaurant outside Madison, in La Crosse, followed by about 1979<ref name="wsj-1988-01-14-p13" />.		A second restaurant opened in the summer of 1975 at State and Lake streets ([[651 State Street\|651 State St.]]), and two more within the next six months<ref name="wsj-1982-04-04-p32" />. An advertisement in August 1978 listed five restaurants in the Madison area<ref name="wsj-1978-08-03-p16">(1978, August 3). Rocky Rococo advertisement listing five restaurants. ''Wisconsin State Journal''. p. 16. Newspapers.com image [https://www.newspapers.com/image/400945917/ 400945917].</ref>. The first restaurant outside Madison, in La Crosse, followed by about 1979<ref name="wsj-1988-01-14-p13" />.

Jacques: Add the 1974 and 1975 Daily Cardinal contests and the 1974 slice price

2026-10-25T16:06:39Z

Add the 1974 and 1975 Daily Cardinal contests and the 1974 slice price

← Older revision		Revision as of 16:06, 25 October 2026
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	The founders, [[Wayne Mosley]] and [[Roger Brown]], were both from the Chicago area and met at the University of Illinois in Champaign-Urbana<ref name="wsj-1988-01-14-p13">Riddle, J. (1988, January 14). "Rocky Rococo founders reached their initial goal." ''Wisconsin State Journal''. p. 13. Newspapers.com image [https://www.newspapers.com/image/400698893/ 400698893].</ref>. Brown had worked there at Garcia's Pizza in a Pan, which sold pizza by the slice; Mosley was a law student and a customer<ref name="wsj-2024-12-27-pA1">Kalk Derby, S. (2024, December 27). [https://madison.com/life-entertainment/local/food-drink/article_ada95988-b403-11ef-9f24-97aeb921c0f2.html "Roger Brown sells his last restaurant after co-founding the company in 1974."] ''Wisconsin State Journal''. p. A1, A6. Newspapers.com images [https://www.newspapers.com/image/1153404253/ 1153404253], [https://www.newspapers.com/image/1153404263/ 1153404263].</ref>. They thought there was a market for [[Pan (pizza style)\|pan-style pizza]], which was popular in Chicago but little known elsewhere, and that a university town was the place to start. In 1973 they visited each city with a Big Ten university and settled on Madison, because it was close to home and had many students from Chicago<ref name="wsj-1982-04-04-p32" />.		The founders, [[Wayne Mosley]] and [[Roger Brown]], were both from the Chicago area and met at the University of Illinois in Champaign-Urbana<ref name="wsj-1988-01-14-p13">Riddle, J. (1988, January 14). "Rocky Rococo founders reached their initial goal." ''Wisconsin State Journal''. p. 13. Newspapers.com image [https://www.newspapers.com/image/400698893/ 400698893].</ref>. Brown had worked there at Garcia's Pizza in a Pan, which sold pizza by the slice; Mosley was a law student and a customer<ref name="wsj-2024-12-27-pA1">Kalk Derby, S. (2024, December 27). [https://madison.com/life-entertainment/local/food-drink/article_ada95988-b403-11ef-9f24-97aeb921c0f2.html "Roger Brown sells his last restaurant after co-founding the company in 1974."] ''Wisconsin State Journal''. p. A1, A6. Newspapers.com images [https://www.newspapers.com/image/1153404253/ 1153404253], [https://www.newspapers.com/image/1153404263/ 1153404263].</ref>. They thought there was a market for [[Pan (pizza style)\|pan-style pizza]], which was popular in Chicago but little known elsewhere, and that a university town was the place to start. In 1973 they visited each city with a Big Ten university and settled on Madison, because it was close to home and had many students from Chicago<ref name="wsj-1982-04-04-p32" />.

	The building on Gilman Street had been Brown's Restaurant, which closed on March 16, 1974, after 36 years. The newspaper noted the coincidence that one of the new proprietors was named Brown<ref name="ct-1974-03-16-p9">LaBrasca, R. (1974, March 16). "Brown's Restaurant to Close Doors On 36 Years of Good Home Cookin'." ''The Capital Times''. p. 9. Newspapers.com image [https://www.newspapers.com/image/521389573/ 521389573].</ref>. Mosley and Brown bought it with a bank loan<ref name="wsj-1982-04-04-p32" />; a later account has them starting "with $15,000 and a beat-up pickup truck"<ref name="wsj-1985-02-03-p117">Simms, P. (1985, February 3). "Where food is fast, so is the growth." ''Wisconsin State Journal''. p. 117. Newspapers.com image [https://www.newspapers.com/image/402044078/ 402044078].</ref>. Mosley remembered sitting outside that first summer asking passersby to come in. Business picked up when university classes began in the fall<ref name="wsj-1982-04-04-p32" />.		The building on Gilman Street had been Brown's Restaurant, which closed on March 16, 1974, after 36 years. The newspaper noted the coincidence that one of the new proprietors was named Brown<ref name="ct-1974-03-16-p9">LaBrasca, R. (1974, March 16). "Brown's Restaurant to Close Doors On 36 Years of Good Home Cookin'." ''The Capital Times''. p. 9. Newspapers.com image [https://www.newspapers.com/image/521389573/ 521389573].</ref>. Mosley and Brown bought it with a bank loan<ref name="wsj-1982-04-04-p32" />; a later account has them starting "with $15,000 and a beat-up pickup truck"<ref name="wsj-1985-02-03-p117">Simms, P. (1985, February 3). "Where food is fast, so is the growth." ''Wisconsin State Journal''. p. 117. Newspapers.com image [https://www.newspapers.com/image/402044078/ 402044078].</ref>. Within weeks a large slice with sausage cost 80¢ at lunch<ref name="dc-1974-04-25-p8">Gourmet, S. S. (1974, April 25). [https://search.library.wisc.edu/digital/A36YVM6NIUNY2Q86/pages/AOEPORDK2JZ5VL9A State Street Gourmet on pan pizza at Pino's and Rocky Rococo.] ''The Daily Cardinal''. p. 8.</ref>. Mosley remembered sitting outside that first summer asking passersby to come in. Business picked up when university classes began in the fall<ref name="wsj-1982-04-04-p32" />.

	The name came from a song on a record album popular at the time<ref name="wsj-1982-04-04-p32" />.		The name came from a song on a record album popular at the time<ref name="wsj-1982-04-04-p32" />.
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	==History==		==History==
	===Growth===		===Growth===
			In October 1974 "newcomer Rocky Rococo" won the Daily Cardinal's fourth annual pizza contest, and in 1975 it won again for pan pizza; see [[Daily Cardinal pizza contests]]<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><ref name="dc-1975-11-04-p1">(1975, November 4). [https://search.library.wisc.edu/digital/AFKR5452RGMKXO8M/pages/A6N32XJ63HHHL38M "Searching for the pie in the sky."] ''The Daily Cardinal''. p. 1.</ref>. In April 1975 the workers at 411 W. Gilman were to vote on a union on May 1<ref name="dc-1975-04-28-p2">Ramsay, C. (1975, April 28). [https://search.library.wisc.edu/digital/AST3BBN4BW3C3F8M/pages/AH2PE4QPTT53ZV8U "Luigi's pizza unionizes, but owner may close."] ''The Daily Cardinal''. p. 2.</ref>.

	A second restaurant opened in the summer of 1975 at State and Lake streets ([[651 State Street\|651 State St.]]), and two more within the next six months<ref name="wsj-1982-04-04-p32" />. An advertisement in August 1978 listed five restaurants in the Madison area<ref name="wsj-1978-08-03-p16">(1978, August 3). Rocky Rococo advertisement listing five restaurants. ''Wisconsin State Journal''. p. 16. Newspapers.com image [https://www.newspapers.com/image/400945917/ 400945917].</ref>. The first restaurant outside Madison, in La Crosse, followed by about 1979<ref name="wsj-1988-01-14-p13" />.		A second restaurant opened in the summer of 1975 at State and Lake streets ([[651 State Street\|651 State St.]]), and two more within the next six months<ref name="wsj-1982-04-04-p32" />. An advertisement in August 1978 listed five restaurants in the Madison area<ref name="wsj-1978-08-03-p16">(1978, August 3). Rocky Rococo advertisement listing five restaurants. ''Wisconsin State Journal''. p. 16. Newspapers.com image [https://www.newspapers.com/image/400945917/ 400945917].</ref>. The first restaurant outside Madison, in La Crosse, followed by about 1979<ref name="wsj-1988-01-14-p13" />.

Jacques: Add the 1980s research: the slice, store counts, the 1985 Weekender pizza issue

2026-10-25T02:26:49Z

Add the 1980s research: the slice, store counts, the 1985 Weekender pizza issue

← Older revision		Revision as of 02:26, 25 October 2026
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	A second restaurant opened in the summer of 1975 at State and Lake streets ([[651 State Street\|651 State St.]]), and two more within the next six months<ref name="wsj-1982-04-04-p32" />. An advertisement in August 1978 listed five restaurants in the Madison area<ref name="wsj-1978-08-03-p16">(1978, August 3). Rocky Rococo advertisement listing five restaurants. ''Wisconsin State Journal''. p. 16. Newspapers.com image [https://www.newspapers.com/image/400945917/ 400945917].</ref>. The first restaurant outside Madison, in La Crosse, followed by about 1979<ref name="wsj-1988-01-14-p13" />.		A second restaurant opened in the summer of 1975 at State and Lake streets ([[651 State Street\|651 State St.]]), and two more within the next six months<ref name="wsj-1982-04-04-p32" />. An advertisement in August 1978 listed five restaurants in the Madison area<ref name="wsj-1978-08-03-p16">(1978, August 3). Rocky Rococo advertisement listing five restaurants. ''Wisconsin State Journal''. p. 16. Newspapers.com image [https://www.newspapers.com/image/400945917/ 400945917].</ref>. The first restaurant outside Madison, in La Crosse, followed by about 1979<ref name="wsj-1988-01-14-p13" />.

	By April 1982 there were 11 restaurants (six in Madison, two in La Crosse and three in Minneapolis) with 350 employees, and the company expected sales of about $6 million that year. Its headquarters was at 333 W. Mifflin St. It was about to start selling franchises, beginning with Milwaukee<ref name="wsj-1982-04-04-p32" />. The company sold franchises for whole television markets rather than single restaurants, so that advertising would pay. By February 1985 there were 43 restaurants in four states<ref name="wsj-1985-02-03-p117" />.		By April 1982 there were 11 restaurants (six in Madison, two in La Crosse and three in Minneapolis) with 350 employees, and the company expected sales of about $6 million that year. Its headquarters was at 333 W. Mifflin St. It was about to start selling franchises, beginning with Milwaukee<ref name="wsj-1982-04-04-p32" />. The company sold franchises for whole television markets rather than single restaurants, so that advertising would pay. By February 1985 there were 43 restaurants in four states<ref name="wsj-1985-02-03-p117" />. That June Roger Brown told the Capital Times that the company planned to open 86 more that year, mostly franchises: "We were lucky to start in Madison." Pizza by the slice, the paper said, had been "pioneered locally by Rocky Rococo and still marketed here almost exclusively by that firm", and Rocky's did about 45 percent of its business before 5 p.m.<ref name="ct-1985-06-22-p14">Egerton, B. (1985, June 22). "Madison has right stuff for making — and eating! — pizza." ''The Capital Times''. p. 14. Newspapers.com image [https://www.newspapers.com/image/519961462/ 519961462].</ref> In its "Cheese-off" that month the paper's tasters gave a slight preference to Rocky's pan pizza, which came in white or whole-wheat crust, over Pizza Hut's<ref name="ct-1985-06-22-p15">(1985, June 22). "Mama Mia! Madison's pizza craving is monstrous / A tale of two pizzas — upscale and other." ''The Capital Times''. p. 15. Newspapers.com image [https://www.newspapers.com/image/519961465/ 519961465].</ref>. The State Journal's fall dining guides listed nine Madison-area stores in 1985 and 1986 — 411 W. Gilman, 651 State (no delivery), 4556 Monona Dr., 1618 N. Beltline, 694 S. Whitney Way, 4002 E. Washington Ave., 3730 University Ave., West Towne Mall and 3001 N. Sherman Ave. — and ten in 1987: "R.R. is the king of pan style pizza (slice or whole pie)"<ref name="wsj-1985-10-06-p140">(1985, October 6). "Madison Area Dining Guide, Fall 1985." ''Wisconsin State Journal''. p. 140. Newspapers.com image [https://www.newspapers.com/image/401397509/ 401397509].</ref><ref name="wsj-1986-10-05-p169">(1986, October 5). "Madison Area Dining Guide, Fall 1986." ''Wisconsin State Journal''. p. 169. Newspapers.com image [https://www.newspapers.com/image/405302760/ 405302760].</ref><ref name="wsj-1987-10-04-p252">(1987, October 4). "Madison Area Dining Guide, Fall 1987." ''Wisconsin State Journal''. p. 252. Newspapers.com image [https://www.newspapers.com/image/402545340/ 402545340].</ref>. The 1986 license list shows the Madison stores held by five companies: Rocky Rococo Corporation (Gilman and State streets), R & W of Wisconsin (Monona Drive and the Beltline), W & R of Wisconsin (Whitney Way and East Washington Avenue), Wayne & Roger Corporation (West Towne) and R & R Pan Style Pizza (North Sherman Avenue)<ref name="wsj-1986-05-01-p30">(1986, May 1). "Legal notice: applications for the sale of beer and/or liquor (City of Madison, 1986–87)." ''Wisconsin State Journal''. p. 30. Newspapers.com images [https://www.newspapers.com/image/402295753/ 402295753], [https://www.newspapers.com/image/402295768/ 402295768].</ref>.

	===Sale of the company===		===Sale of the company===

Jacques: Add the 1980 Yellow Pages 'Pizza' pages (Andy's copy)

2026-10-24T16:13:11Z

Add the 1980 Yellow Pages 'Pizza' pages (Andy's copy)

← Older revision		Revision as of 16:13, 24 October 2026
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	In 1997 First Madco reshuffled its west side. On July 9 it opened a 100-seat restaurant with its own entrance in Westgate Mall, in the space B. Dalton Bookseller had left, and a week later a 110-seat restaurant in Baraboo, at Highways 12 and 136; each had about 45 employees and the full menu. The restaurants at 694 S. Whitney Way, across the street from Westgate and smaller than the new one, and at 3730 University Ave. closed: the University Avenue lease had run out, and Shorewood Hills had endorsed a new Kohl's Food Store, apartments and a new street for that shopping center. The new restaurants were First Madco's 14th and 15th, in Madison, Baraboo, La Crosse and Wisconsin Dells. "We're in the process of updating with remodeling our new locations that'll keep us in business at least another 25 years or so," Mosley said<ref name="wsj-1997-07-09-p19">Gribble, R. A. (1997, July 9). "Rocky's opens in Westgate, Baraboo — Madison chain closes pizzerias at two other locations in the city." ''Wisconsin State Journal''. p. 19. Newspapers.com images [https://www.newspapers.com/image/401921194/ 401921194], [https://www.newspapers.com/image/401922351/ 401922351].</ref><ref name="ct-1997-07-09-p21" />. The Party Pizzeria on Tree Lane showed the Holyfield–Tyson rematch of June 28, 1997 on its big screen for $20<ref name="wsj-1997-06-27-p21">(1997, June 27). "Pooley's, Rocky's to carry fight, as will TCI." ''Wisconsin State Journal''. p. 21. Newspapers.com image [https://www.newspapers.com/image/401919385/ 401919385].</ref> and that October was hiring dough makers, counter and banquet staff at "up to $8.00/hour"<ref name="wsj-1997-10-23-p29">(1997, October 23). "Help wanted: Rocky Rococo Party Pizzeria." ''Wisconsin State Journal''. p. 29. Newspapers.com images [https://www.newspapers.com/image/401509176/ 401509176], [https://www.newspapers.com/image/522538395/ 522538395], [https://www.newspapers.com/image/401509749/ 401509749].</ref>. Readers of the two Madison dailies ranked Rocky Rococo's fourth for pizza in the 1997 Readers' Choice Awards, behind Pizza Hut, Pizzeria Uno and Pizza Extreme<ref name="wsj-1997-08-20-p66">(1997, August 20). "Readers' Choice Awards 1997: Good Fat & Drink." ''Wisconsin State Journal''. p. 66. Newspapers.com images [https://www.newspapers.com/image/401949474/ 401949474], [https://www.newspapers.com/image/522167119/ 522167119].</ref>.		In 1997 First Madco reshuffled its west side. On July 9 it opened a 100-seat restaurant with its own entrance in Westgate Mall, in the space B. Dalton Bookseller had left, and a week later a 110-seat restaurant in Baraboo, at Highways 12 and 136; each had about 45 employees and the full menu. The restaurants at 694 S. Whitney Way, across the street from Westgate and smaller than the new one, and at 3730 University Ave. closed: the University Avenue lease had run out, and Shorewood Hills had endorsed a new Kohl's Food Store, apartments and a new street for that shopping center. The new restaurants were First Madco's 14th and 15th, in Madison, Baraboo, La Crosse and Wisconsin Dells. "We're in the process of updating with remodeling our new locations that'll keep us in business at least another 25 years or so," Mosley said<ref name="wsj-1997-07-09-p19">Gribble, R. A. (1997, July 9). "Rocky's opens in Westgate, Baraboo — Madison chain closes pizzerias at two other locations in the city." ''Wisconsin State Journal''. p. 19. Newspapers.com images [https://www.newspapers.com/image/401921194/ 401921194], [https://www.newspapers.com/image/401922351/ 401922351].</ref><ref name="ct-1997-07-09-p21" />. The Party Pizzeria on Tree Lane showed the Holyfield–Tyson rematch of June 28, 1997 on its big screen for $20<ref name="wsj-1997-06-27-p21">(1997, June 27). "Pooley's, Rocky's to carry fight, as will TCI." ''Wisconsin State Journal''. p. 21. Newspapers.com image [https://www.newspapers.com/image/401919385/ 401919385].</ref> and that October was hiring dough makers, counter and banquet staff at "up to $8.00/hour"<ref name="wsj-1997-10-23-p29">(1997, October 23). "Help wanted: Rocky Rococo Party Pizzeria." ''Wisconsin State Journal''. p. 29. Newspapers.com images [https://www.newspapers.com/image/401509176/ 401509176], [https://www.newspapers.com/image/522538395/ 522538395], [https://www.newspapers.com/image/401509749/ 401509749].</ref>. Readers of the two Madison dailies ranked Rocky Rococo's fourth for pizza in the 1997 Readers' Choice Awards, behind Pizza Hut, Pizzeria Uno and Pizza Extreme<ref name="wsj-1997-08-20-p66">(1997, August 20). "Readers' Choice Awards 1997: Good Fat & Drink." ''Wisconsin State Journal''. p. 66. Newspapers.com images [https://www.newspapers.com/image/401949474/ 401949474], [https://www.newspapers.com/image/522167119/ 522167119].</ref>.

			The city's May 1998 renewals carried eight First Madco restaurants under Wayne Mosley — beer licenses at 1618 W. Beltline Hwy., 4556 Monona Dr., 4002 E. Washington Ave., 3001 N. Sherman Ave., 4 West Towne Mall, 206 Westgate Mall and 651 State St., and the liquor license at 7952 Tree Lane<ref name="ct-1998-05-26-p4">(1998, May 26). "City of Madison license applications, June 2, 1998 (Ray Fisher, city clerk; published May 25–27)." ''The Capital Times''. p. 4–5. Newspapers.com images [https://www.newspapers.com/image/521509437/ 521509437], [https://www.newspapers.com/image/521509449/ 521509449].</ref> — and that September a classified announced a "NEW LOCATION!! Now hiring all positions" at 1301 Regent St., "apply in person daily from 9AM–5PM, ask for Dan", with starting wages to $8 an hour and drivers' earnings of "$12+"<ref name="wsj-1998-09-13-p102">(1998, September 13). "Rocky Rococo: New location!! Now hiring all positions — 1301 Regent Street." ''Wisconsin State Journal''. p. 102. Newspapers.com image [https://www.newspapers.com/image/405338771/ 405338771].</ref>. The Regent Street store opened about September or October 1998; the October restaurant guide listed the Monona Drive store with "8 other locations"<ref name="ct-1998-10-29-p114">(1998, October 29). "Pizzerias (continued, 'Page 31')." ''The Capital Times''. p. 114. Newspapers.com image [https://www.newspapers.com/image/522544155/ 522544155].</ref>. On August 6, 1998, about 225 Rocky Rococo pizzas were pieced together into the "World's Largest Wisconsin Cheese Pizza", a 1,000-pound pie in the shape of the state, at the Wisconsin State Fair, pictured on the State Journal's front page the next day beside a story on record cheese prices<ref name="wsj-1998-08-07-p1">Barrett, R. (1998, August 7). "Pizzerias swallow hard when they say cheese: competition has delayed passing on higher costs." ''Wisconsin State Journal''. p. 1. Newspapers.com image [https://www.newspapers.com/image/405216078/ 405216078].</ref>.

	For the 30th anniversary, on April 4, 2004, Doug Moe retold the founding with Mosley: the partners had met at the University of Illinois, Brown had worked at Garcia's, a Champaign pan-pizza place, and had taken notes on his boss's time; they chose Madison over East Lansing, bought Brown's Diner on Gilman Street from Orv Erickson and Darrell Cook, and nearly called the place The Pizza Factory before settling on the name of a Firesign Theatre character. "Madison hadn't had pizza by the slice before." After the Oscar Mayer partnership and territory franchising the company had "anticipated 700 stores by 1990"; a Chicago ad agency even suggested dropping the Rocky character. In 2004 there were 45 Rockys, of which Mosley and Brown had eight in Madison, three in La Crosse and one in Wisconsin Dells<ref name="ct-2004-04-21-p2">Moe, D. (2004, April 21). "Rocky Rococo's full circle at 30." ''The Capital Times''. p. 2. Newspapers.com image [https://www.newspapers.com/image/529143893/ 529143893].</ref>. That July Rocky Rococo Corp. of Oconomowoc, with Tom Hester as president, had 38 pizzerias and was adding four, experimenting with sandwich and taco franchises inside them<ref name="wsj-2004-07-11-p5">Stein, J. (2004, July 11). "Restaurant chains experiment with co-branding." ''Wisconsin State Journal''. p. 5. Newspapers.com images [https://www.newspapers.com/image/407772421/ 407772421], [https://www.newspapers.com/image/407772319/ 407772319], [https://www.newspapers.com/image/407772421/ 407772421].</ref>.		For the 30th anniversary, on April 4, 2004, Doug Moe retold the founding with Mosley: the partners had met at the University of Illinois, Brown had worked at Garcia's, a Champaign pan-pizza place, and had taken notes on his boss's time; they chose Madison over East Lansing, bought Brown's Diner on Gilman Street from Orv Erickson and Darrell Cook, and nearly called the place The Pizza Factory before settling on the name of a Firesign Theatre character. "Madison hadn't had pizza by the slice before." After the Oscar Mayer partnership and territory franchising the company had "anticipated 700 stores by 1990"; a Chicago ad agency even suggested dropping the Rocky character. In 2004 there were 45 Rockys, of which Mosley and Brown had eight in Madison, three in La Crosse and one in Wisconsin Dells<ref name="ct-2004-04-21-p2">Moe, D. (2004, April 21). "Rocky Rococo's full circle at 30." ''The Capital Times''. p. 2. Newspapers.com image [https://www.newspapers.com/image/529143893/ 529143893].</ref>. That July Rocky Rococo Corp. of Oconomowoc, with Tom Hester as president, had 38 pizzerias and was adding four, experimenting with sandwich and taco franchises inside them<ref name="wsj-2004-07-11-p5">Stein, J. (2004, July 11). "Restaurant chains experiment with co-branding." ''Wisconsin State Journal''. p. 5. Newspapers.com images [https://www.newspapers.com/image/407772421/ 407772421], [https://www.newspapers.com/image/407772319/ 407772319], [https://www.newspapers.com/image/407772421/ 407772421].</ref>.
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	* Party Pizzeria East, Thierer Road near East Towne (2000 to May 13, 2018<ref name="wsj-2018-04-15-pE5" />). It replaced an earlier restaurant kitty-corner from it on East Washington Avenue.		* Party Pizzeria East, Thierer Road near East Towne (2000 to May 13, 2018<ref name="wsj-2018-04-15-pE5" />). It replaced an earlier restaurant kitty-corner from it on East Washington Avenue.
	* West Towne Mall (license applied for in May 1983<ref name="wsj-1983-05-06-p32">(1983, May 6). City of Madison license list, May 1983. ''Wisconsin State Journal''. p. 32.</ref>; the food court counter closed in 2017<ref name="wsj-2018-04-15-pE5" />).		* West Towne Mall (license applied for in May 1983<ref name="wsj-1983-05-06-p32">(1983, May 6). City of Madison license list, May 1983. ''Wisconsin State Journal''. p. 32.</ref>; the food court counter closed in 2017<ref name="wsj-2018-04-15-pE5" />).
	* Regent Street (licensed at 1301 Regent St. from ~~2000~~<ref name="ct-2000-05-25-p12" /><ref name="ct-2005-05-23-p5" />; open in 2018, run by Sam Brown<ref name="wsj-2018-04-15-pE5" />). A directory lists it at 1301 Regent St. and marks it closed<ref name="yelp-rocky-1301-regent">[https://www.yelp.com/biz/rocky-rococo-pan-style-pizza-madison-13 Yelp listing: Rocky Rococo Pan Style Pizza, 1301 Regent St.] ''Yelp''. Retrieved September 28, 2026.</ref>. It closed in August 2022, and the Brown family opened Fabiola's, an Italian spaghetti house, in the space in 2023<ref name="mc-2023-01-24-fabiolas">Kalk Derby, S. (2023, January 24). [https://madison.com/life-entertainment/local/food-drink/restaurants/article_149ab27d-f330-5ac0-8bf6-fe1059846d0b.html "Old-school, red-sauce spaghetti house coming to Regent Street."] ''madison.com''.</ref><ref name="mc-2024-06-19-greenbush-sold" />.		* Regent Street (a "new location" hiring in September 1998<ref name="wsj-1998-09-13-p102" />; licensed at 1301 Regent St. from 1999<ref name="ct-1999-05-26-p6" /><ref name="ct-2000-05-25-p12" /><ref name="ct-2005-05-23-p5" />; open in 2018, run by Sam Brown<ref name="wsj-2018-04-15-pE5" />). A directory lists it at 1301 Regent St. and marks it closed<ref name="yelp-rocky-1301-regent">[https://www.yelp.com/biz/rocky-rococo-pan-style-pizza-madison-13 Yelp listing: Rocky Rococo Pan Style Pizza, 1301 Regent St.] ''Yelp''. Retrieved September 28, 2026.</ref>. It closed in August 2022, and the Brown family opened Fabiola's, an Italian spaghetti house, in the space in 2023<ref name="mc-2023-01-24-fabiolas">Kalk Derby, S. (2023, January 24). [https://madison.com/life-entertainment/local/food-drink/restaurants/article_149ab27d-f330-5ac0-8bf6-fe1059846d0b.html "Old-school, red-sauce spaghetti house coming to Regent Street."] ''madison.com''.</ref><ref name="mc-2024-06-19-greenbush-sold" />.

	[[Category:Chains from Madison]]		[[Category:Chains from Madison]]

Jacques: Add the 1980 Yellow Pages 'Pizza' pages (Andy's copy)

2026-10-24T15:05:44Z

Add the 1980 Yellow Pages 'Pizza' pages (Andy's copy)

Show changes

← Older revision		Revision as of 16:27, 29 October 2026
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	In 1997 First Madco reshuffled its west side. On July 9 it opened a 100-seat restaurant with its own entrance in Westgate Mall, in the space B. Dalton Bookseller had left, and a week later a 110-seat restaurant in Baraboo, at Highways 12 and 136; each had about 45 employees and the full menu. The restaurants at 694 S. Whitney Way, across the street from Westgate and smaller than the new one, and at 3730 University Ave. closed: the University Avenue lease had run out, and Shorewood Hills had endorsed a new Kohl's Food Store, apartments and a new street for that shopping center. The new restaurants were First Madco's 14th and 15th, in Madison, Baraboo, La Crosse and Wisconsin Dells. "We're in the process of updating with remodeling our new locations that'll keep us in business at least another 25 years or so," Mosley said<ref name="wsj-1997-07-09-p19">Gribble, R. A. (1997, July 9). "Rocky's opens in Westgate, Baraboo — Madison chain closes pizzerias at two other locations in the city." ''Wisconsin State Journal''. p. 19. Newspapers.com images [https://www.newspapers.com/image/401921194/ 401921194], [https://www.newspapers.com/image/401922351/ 401922351].</ref><ref name="ct-1997-07-09-p21" />. The Party Pizzeria on Tree Lane showed the Holyfield–Tyson rematch of June 28, 1997 on its big screen for $20<ref name="wsj-1997-06-27-p21">(1997, June 27). "Pooley's, Rocky's to carry fight, as will TCI." ''Wisconsin State Journal''. p. 21. Newspapers.com image [https://www.newspapers.com/image/401919385/ 401919385].</ref> and that October was hiring dough makers, counter and banquet staff at "up to $8.00/hour"<ref name="wsj-1997-10-23-p29">(1997, October 23). "Help wanted: Rocky Rococo Party Pizzeria." ''Wisconsin State Journal''. p. 29. Newspapers.com images [https://www.newspapers.com/image/401509176/ 401509176], [https://www.newspapers.com/image/522538395/ 522538395], [https://www.newspapers.com/image/401509749/ 401509749].</ref>. Readers of the two Madison dailies ranked Rocky Rococo's fourth for pizza in the 1997 Readers' Choice Awards, behind Pizza Hut, Pizzeria Uno and Pizza Extreme<ref name="wsj-1997-08-20-p66">(1997, August 20). "Readers' Choice Awards 1997: Good Fat & Drink." ''Wisconsin State Journal''. p. 66. Newspapers.com images [https://www.newspapers.com/image/401949474/ 401949474], [https://www.newspapers.com/image/522167119/ 522167119].</ref>.		In 1997 First Madco reshuffled its west side. On July 9 it opened a 100-seat restaurant with its own entrance in Westgate Mall, in the space B. Dalton Bookseller had left, and a week later a 110-seat restaurant in Baraboo, at Highways 12 and 136; each had about 45 employees and the full menu. The restaurants at 694 S. Whitney Way, across the street from Westgate and smaller than the new one, and at 3730 University Ave. closed: the University Avenue lease had run out, and Shorewood Hills had endorsed a new Kohl's Food Store, apartments and a new street for that shopping center. The new restaurants were First Madco's 14th and 15th, in Madison, Baraboo, La Crosse and Wisconsin Dells. "We're in the process of updating with remodeling our new locations that'll keep us in business at least another 25 years or so," Mosley said<ref name="wsj-1997-07-09-p19">Gribble, R. A. (1997, July 9). "Rocky's opens in Westgate, Baraboo — Madison chain closes pizzerias at two other locations in the city." ''Wisconsin State Journal''. p. 19. Newspapers.com images [https://www.newspapers.com/image/401921194/ 401921194], [https://www.newspapers.com/image/401922351/ 401922351].</ref><ref name="ct-1997-07-09-p21" />. The Party Pizzeria on Tree Lane showed the Holyfield–Tyson rematch of June 28, 1997 on its big screen for $20<ref name="wsj-1997-06-27-p21">(1997, June 27). "Pooley's, Rocky's to carry fight, as will TCI." ''Wisconsin State Journal''. p. 21. Newspapers.com image [https://www.newspapers.com/image/401919385/ 401919385].</ref> and that October was hiring dough makers, counter and banquet staff at "up to $8.00/hour"<ref name="wsj-1997-10-23-p29">(1997, October 23). "Help wanted: Rocky Rococo Party Pizzeria." ''Wisconsin State Journal''. p. 29. Newspapers.com images [https://www.newspapers.com/image/401509176/ 401509176], [https://www.newspapers.com/image/522538395/ 522538395], [https://www.newspapers.com/image/401509749/ 401509749].</ref>. Readers of the two Madison dailies ranked Rocky Rococo's fourth for pizza in the 1997 Readers' Choice Awards, behind Pizza Hut, Pizzeria Uno and Pizza Extreme<ref name="wsj-1997-08-20-p66">(1997, August 20). "Readers' Choice Awards 1997: Good Fat & Drink." ''Wisconsin State Journal''. p. 66. Newspapers.com images [https://www.newspapers.com/image/401949474/ 401949474], [https://www.newspapers.com/image/522167119/ 522167119].</ref>.

	The city's May 1998 renewals carried eight First Madco restaurants under Wayne Mosley — beer licenses at 1618 W. Beltline Hwy., 4556 Monona Dr., 4002 E. Washington Ave., 3001 N. Sherman Ave., 4 West Towne Mall, 206 Westgate Mall and 651 State St., and the liquor license at 7952 Tree Lane<ref name="ct-1998-05-26-p4">(1998, May 26). "City of Madison license applications, June 2, 1998 (Ray Fisher, city clerk; published May 25–27)." ''The Capital Times''. p. 4–5. Newspapers.com images [https://www.newspapers.com/image/521509437/ 521509437], [https://www.newspapers.com/image/521509449/ 521509449].</ref> — and that September a classified announced a "NEW LOCATION!! Now hiring all positions" at 1301 Regent St., "apply in person daily from 9AM–5PM, ask for Dan", with starting wages to $8 an hour and drivers' earnings of "$12+"<ref name="wsj-1998-09-13-p102">(1998, September 13). "Rocky Rococo: New location!! Now hiring all positions — 1301 Regent Street." ''Wisconsin State Journal''. p. 102. Newspapers.com image [https://www.newspapers.com/image/405338771/ 405338771].</ref>. The Regent Street store opened about September or October 1998; the October restaurant guide listed the Monona Drive store with "8 other locations"<ref name="ct-1998-10-29-p114">(1998, October 29). "Pizzerias (continued, 'Page 31')." ''The Capital Times''. p. 114. Newspapers.com image [https://www.newspapers.com/image/522544155/ 522544155].</ref>. On August 6, 1998, about 225 Rocky Rococo pizzas were pieced together into the "World's Largest Wisconsin Cheese Pizza", a 1,000-pound pie in the shape of the state, at the Wisconsin State Fair, pictured on the State Journal's front page the next day beside a story on record cheese prices<ref name="wsj-1998-08-07-p1">Barrett, R. (1998, August 7). "Pizzerias swallow hard when they say cheese: competition has delayed passing on higher costs." ''Wisconsin State Journal''. p. 1. Newspapers.com image [https://www.newspapers.com/image/405216078/ 405216078].</ref>.		The city's May 1998 renewals carried eight First Madco restaurants under Wayne Mosley — beer licenses at 1618 W. Beltline Hwy., 4556 Monona Dr., 4002 E. Washington Ave., 3001 N. Sherman Ave., 4 West Towne Mall, 206 Westgate Mall and 651 State St., and the liquor license at 7952 Tree Lane<ref name="ct-1998-05-26-p4">(1998, May 26). "City of Madison license applications, June 2, 1998 (Ray Fisher, city clerk; published May 25–27)." ''The Capital Times''. p. 4–5. Newspapers.com images [https://www.newspapers.com/image/521509437/ 521509437], [https://www.newspapers.com/image/521509449/ 521509449].</ref>. On Friday, July 31, 1998, after 23 years, the State Street store "lined its windows with newspaper and called it quits". Roger Brown said delivery had become a bigger share of downtown business and the State Street spot had parking and delivery problems: "We needed a facility that makes delivery a little easier on us." He added: "Now we don't have a presence on State, but that's not forever." The original Gilman Street store had closed in 1995 to make room for the partners' first non-pizza venture, the short-lived Blue Cow; Brown and Mosley still owned 15 other Rocky Rococos, eight of them in Madison<ref name="ct-1998-08-07-p2">Kalk, S. (1998, August 7). "Rocky's grows out of State Street." ''The Capital Times''. p. 2A, 8A. Newspapers.com images [https://www.newspapers.com/image/522135372/ 522135372], [https://www.newspapers.com/image/522135390/ 522135390].</ref>. That September a classified announced a "NEW LOCATION!! Now hiring all positions" at 1301 Regent St., "apply in person daily from 9AM–5PM, ask for Dan", with starting wages to $8 an hour and drivers' earnings of "$12+"<ref name="wsj-1998-09-13-p102">(1998, September 13). "Rocky Rococo: New location!! Now hiring all positions — 1301 Regent Street." ''Wisconsin State Journal''. p. 102. Newspapers.com image [https://www.newspapers.com/image/405338771/ 405338771].</ref>. The Regent Street store opened about September or October 1998; the October restaurant guide listed the Monona Drive store with "8 other locations"<ref name="ct-1998-10-29-p114">(1998, October 29). "Pizzerias (continued, 'Page 31')." ''The Capital Times''. p. 114. Newspapers.com image [https://www.newspapers.com/image/522544155/ 522544155].</ref>. On August 6, 1998, about 225 Rocky Rococo pizzas were pieced together into the "World's Largest Wisconsin Cheese Pizza", a 1,000-pound pie in the shape of the state, at the Wisconsin State Fair, pictured on the State Journal's front page the next day beside a story on record cheese prices<ref name="wsj-1998-08-07-p1">Barrett, R. (1998, August 7). "Pizzerias swallow hard when they say cheese: competition has delayed passing on higher costs." ''Wisconsin State Journal''. p. 1. Newspapers.com image [https://www.newspapers.com/image/405216078/ 405216078].</ref>.

	For the 30th anniversary, on April 4, 2004, Doug Moe retold the founding with Mosley: the partners had met at the University of Illinois, Brown had worked at Garcia's, a Champaign pan-pizza place, and had taken notes on his boss's time; they chose Madison over East Lansing, bought Brown's Diner on Gilman Street from Orv Erickson and Darrell Cook, and nearly called the place The Pizza Factory before settling on the name of a Firesign Theatre character. "Madison hadn't had pizza by the slice before." After the Oscar Mayer partnership and territory franchising the company had "anticipated 700 stores by 1990"; a Chicago ad agency even suggested dropping the Rocky character. In 2004 there were 45 Rockys, of which Mosley and Brown had eight in Madison, three in La Crosse and one in Wisconsin Dells<ref name="ct-2004-04-21-p2">Moe, D. (2004, April 21). "Rocky Rococo's full circle at 30." ''The Capital Times''. p. 2. Newspapers.com image [https://www.newspapers.com/image/529143893/ 529143893].</ref>. That July Rocky Rococo Corp. of Oconomowoc, with Tom Hester as president, had 38 pizzerias and was adding four, experimenting with sandwich and taco franchises inside them<ref name="wsj-2004-07-11-p5">Stein, J. (2004, July 11). "Restaurant chains experiment with co-branding." ''Wisconsin State Journal''. p. 5. Newspapers.com images [https://www.newspapers.com/image/407772421/ 407772421], [https://www.newspapers.com/image/407772319/ 407772319], [https://www.newspapers.com/image/407772421/ 407772421].</ref>.		For the 30th anniversary, on April 4, 2004, Doug Moe retold the founding with Mosley: the partners had met at the University of Illinois, Brown had worked at Garcia's, a Champaign pan-pizza place, and had taken notes on his boss's time; they chose Madison over East Lansing, bought Brown's Diner on Gilman Street from Orv Erickson and Darrell Cook, and nearly called the place The Pizza Factory before settling on the name of a Firesign Theatre character. "Madison hadn't had pizza by the slice before." After the Oscar Mayer partnership and territory franchising the company had "anticipated 700 stores by 1990"; a Chicago ad agency even suggested dropping the Rocky character. In 2004 there were 45 Rockys, of which Mosley and Brown had eight in Madison, three in La Crosse and one in Wisconsin Dells<ref name="ct-2004-04-21-p2">Moe, D. (2004, April 21). "Rocky Rococo's full circle at 30." ''The Capital Times''. p. 2. Newspapers.com image [https://www.newspapers.com/image/529143893/ 529143893].</ref>. That July Rocky Rococo Corp. of Oconomowoc, with Tom Hester as president, had 38 pizzerias and was adding four, experimenting with sandwich and taco franchises inside them<ref name="wsj-2004-07-11-p5">Stein, J. (2004, July 11). "Restaurant chains experiment with co-branding." ''Wisconsin State Journal''. p. 5. Newspapers.com images [https://www.newspapers.com/image/407772421/ 407772421], [https://www.newspapers.com/image/407772319/ 407772319], [https://www.newspapers.com/image/407772421/ 407772421].</ref>.
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	===Former Locations===		===Former Locations===
	* [[411 West Gilman Street\|411 W. Gilman St.]] (April 4, 1974~~; still licensed in May 1978<ref name="wsj-1978-05-24-p55">(1978~~, ~~May 24). City of Madison license list~~, ~~May 1978. ''Wisconsin State Journal''. p. 55. Newspapers.com image [https://www.newspapers.com/image/401232658/ 401232658].</ref> and still listed in~~ the ~~1980 Yellow Pages~~<ref name="yp-~~1980~~-~~p449" /><ref name="yp~~-~~1980~~-~~p450~~">(1980). Madison Yellow Pages, 1980 edition (Wisconsin Telephone Co.), 'Pizza' classification, p. 450: listings Rocky Rococo Pan Style Pizza and Pasta (411 W. Gilman 256-0600, 1618 W. Beltline Hwy. 251-0304, 651 State, 694 S. Whit…. ''Madison telephone directory''. p. 450.</~~ref~~>). The first restaurant.		* [[411 West Gilman Street\|411 W. Gilman St.]] (April 4, 1974, to 1995, when it made way for the Blue Cow<ref name="ct-1998-08-07-p2" />). The first restaurant.
	* [[651 State Street\|651 State St.]] (1975<ref name="wsj-1975-09-20-p30">(1975, September 20). License recommended, Rocky Rococo, 651 State St. ''Wisconsin State Journal''. p. 30.</ref> to ~~before September 2004~~<ref name="~~wsj~~-~~2004~~-09-02-~~p63~~">~~(2004, September 2~~). ~~Moe's Southwest Grill plans~~ to ~~open at 651 State St. ''Wisconsin State Journal''. p. 63.</ref>)~~.		* [[651 State Street\|651 State St.]] (1975<ref name="wsj-1975-09-20-p30">(1975, September 20). License recommended, Rocky Rococo, 651 State St. ''Wisconsin State Journal''. p. 30.</ref> to July 31, 1998<ref name="ct-1998-08-07-p2" />). It moved to Regent Street.
	* 694 S. Whitney Way, at Odana Road (by August 1978<ref name="wsj-1978-08-03-p16" />; closed by July 9, 1997, when it moved across the street<ref name="ct-1997-07-09-p21" /><ref name="wsj-1997-07-09-p19" />).		* 694 S. Whitney Way, at Odana Road (by August 1978<ref name="wsj-1978-08-03-p16" />; closed by July 9, 1997, when it moved across the street<ref name="ct-1997-07-09-p21" /><ref name="wsj-1997-07-09-p19" />).
	* Westgate Mall, in the former B. Dalton Bookseller space, about 100 seats with its own entrance (July 9, 1997<ref name="ct-1997-07-09-p21" /><ref name="wsj-1997-07-09-p19" /> to May 2017<ref name="wsj-2018-04-15-pE5" />).		* Westgate Mall, in the former B. Dalton Bookseller space, about 100 seats with its own entrance (July 9, 1997<ref name="ct-1997-07-09-p21" /><ref name="wsj-1997-07-09-p19" /> to May 2017<ref name="wsj-2018-04-15-pE5" />).
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	* Party Pizzeria East, Thierer Road near East Towne (2000 to May 13, 2018<ref name="wsj-2018-04-15-pE5" />). It replaced an earlier restaurant kitty-corner from it on East Washington Avenue.		* Party Pizzeria East, Thierer Road near East Towne (2000 to May 13, 2018<ref name="wsj-2018-04-15-pE5" />). It replaced an earlier restaurant kitty-corner from it on East Washington Avenue.
	* West Towne Mall (license applied for in May 1983<ref name="wsj-1983-05-06-p32">(1983, May 6). City of Madison license list, May 1983. ''Wisconsin State Journal''. p. 32.</ref>; the food court counter closed in 2017<ref name="wsj-2018-04-15-pE5" />).		* West Towne Mall (license applied for in May 1983<ref name="wsj-1983-05-06-p32">(1983, May 6). City of Madison license list, May 1983. ''Wisconsin State Journal''. p. 32.</ref>; the food court counter closed in 2017<ref name="wsj-2018-04-15-pE5" />).
	* Regent Street (a "new location" hiring in September 1998<ref name="wsj-1998-09-13-p102" />; licensed at 1301 Regent St. from 1999<ref name="ct-1999-05-26-p6" /><ref name="ct-2000-05-25-p12" /><ref name="ct-2005-05-23-p5" />; open in 2018, run by Sam Brown<ref name="wsj-2018-04-15-pE5" />). A directory lists it at 1301 Regent St. and marks it closed<ref name="yelp-rocky-1301-regent">[https://www.yelp.com/biz/rocky-rococo-pan-style-pizza-madison-13 Yelp listing: Rocky Rococo Pan Style Pizza, 1301 Regent St.] ''Yelp''. Retrieved September 28, 2026.</ref>. It closed in August 2022, and the Brown family opened Fabiola's, an Italian spaghetti house, in the space in 2023<ref name="mc-2023-01-24-fabiolas">Kalk Derby, S. (2023, January 24). [https://madison.com/life-entertainment/local/food-drink/restaurants/article_149ab27d-f330-5ac0-8bf6-fe1059846d0b.html "Old-school, red-sauce spaghetti house coming to Regent Street."] ''madison.com''.</ref><ref name="mc-2024-06-19-greenbush-sold" />.		* Regent Street (the State Street store's replacement, in a former Delitalia<ref name="ct-1998-08-07-p2" />; a "new location" hiring in September 1998<ref name="wsj-1998-09-13-p102" />; licensed at 1301 Regent St. from 1999<ref name="ct-1999-05-26-p6" /><ref name="ct-2000-05-25-p12" /><ref name="ct-2005-05-23-p5" />; open in 2018, run by Sam Brown<ref name="wsj-2018-04-15-pE5" />). A directory lists it at 1301 Regent St. and marks it closed<ref name="yelp-rocky-1301-regent">[https://www.yelp.com/biz/rocky-rococo-pan-style-pizza-madison-13 Yelp listing: Rocky Rococo Pan Style Pizza, 1301 Regent St.] ''Yelp''. Retrieved September 28, 2026.</ref>. It closed in August 2022, and the Brown family opened Fabiola's, an Italian spaghetti house, in the space in 2023<ref name="mc-2023-01-24-fabiolas">Kalk Derby, S. (2023, January 24). [https://madison.com/life-entertainment/local/food-drink/restaurants/article_149ab27d-f330-5ac0-8bf6-fe1059846d0b.html "Old-school, red-sauce spaghetti house coming to Regent Street."] ''madison.com''.</ref><ref name="mc-2024-06-19-greenbush-sold" />.

	[[Category:Chains from Madison]]		[[Category:Chains from Madison]]