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Rocky Rococo celebrates 40-year slice of success

(page 2 of 2)

“There were already some pizza-in-the-pan guys who had opened up in Champaign-Urbana, and we said, ‘Well, this is a great idea, but why compete with the guys who are already here?’” said Mosley. “We went looking around the Big Ten campuses, and Madison always has had a lot of Chicago kids … and obviously it’s turned out to be a great place to do business.”

About a year and a half after opening their Gilman Street location, Mosley and Brown opened another location on State Street. From there, the concept took off, and they’d soon find out that you often have more worries when you’re at the top of the mountain looking down than when you’re scratching your way to the top.

Rocky Rococo co-founders Wayne Mosley and Roger Brown

One of the chain’s darkest hours came in the mid-’80s when they were threatened with a lawsuit over the restaurant’s name and its iconic Rocky Rococo mascot.

Of course, starting out as a one-shop operation, Rocky Rococo didn’t get its name from some focus-group-tested corporate branding process. In fact, the name originated with Firesign Theatre, a Los Angeles comedy troupe that rose to popularity in the late ’60s and early ’70s. Mosley and Brown were fans, and when it came time to name their restaurant, they remembered one of the troupe’s famous characters, Rocky Rococo. Naming the restaurant after an already established character may have been naïve, but everything was cool back in the live-and-let-live ’70s, and remained so even after Firesign got wind of Rocky’s fledgling operation.

“When we started Rocky’s and we had just the one store, [Firesign Theatre] came to Madison on tour, and they came into the restaurant and they go, ‘Hey, we’re Rocky, you’re not Rocky,’ and they starting gagging around with us and they gave us pictures that said, ‘To Rocky, from Rocky,’ and we hung them on the wall, and we went to see their show and had a good time,” said Mosley. “They came back the next year, and then we had two restaurants, and we partied with them all night. … And then later they broke up and they just disappeared, and we’d see occasionally that one guy would be in a movie or somebody would be doing something else, but we’re not paying a lot of attention.

“Now it’s 1985, and at that time we actually had 62 restaurants — we had taken on partners — and we get a letter from Firesign Theatre L.A. that said, ‘We own your name.’”

It was a jarring moment, but Mosley and his partners quickly had a powwow with their lawyers and found a way to head off the crisis.

“[Our lawyers] found the exact same kind of case with Conan the Barbarian in Austin, Texas,” said Mosley. “The guys called their pizzeria Conan’s, and the guy who did the Conan comic book comes in and draws Conan all over the walls. Then MGM buys the rights to the comic book … and they made a movie with Arnold Schwarzenegger, and they sued the pizza guy and said, ‘We own your name.’ And the pizza guys fought them all the way up to one court below the Supreme Court, the 6th Circuit Court of Appeals, and won.

“So now we’ve got this case, and we’ve got all these pictures [that say], ‘To Rocky, from Rocky,’ and we just say, hey, see this. And we just settled real fast.”

A slice of success

Today, of course, the Rocky Rococo name is synonymous with its signature pan-style pizza, breadsticks, salad bar, and individual slice boxes more than with its L.A. namesake. In fact, perhaps more than any other factor in the restaurant’s favor, its individually boxed slices have helped it grow.

“A big point of difference for us is pizza by the slice,” said Mosley. “We have more of a focus on in-restaurant business because we can do well at lunch, and that’s really important. You can come in and pretty quickly get a slice.”

That said, there are still obstacles out there. The latest is a record spike in cheese prices, which has affected everyone in the pizza industry.

“The cheese market — and obviously cheese is a gigantic portion of our costs — is at an all-time price record … and that’s just absolutely brutal.”

But for Mosley, the sometimes-harrowing ups and downs of the restaurant business are not enough to dampen his outlook.

“We’re happy to have been here 40 years, and it’s been quite an adventure,” said Mosley. “It’s been fun. It’s pretty exciting when you have a job and 40 years later, you come in every day and feel good about it. I’m happy to have a job like that.”

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Jul 9, 2014 07:45 pm
 Posted by  Anonymous

Why didn't you mention the artist the created the first Rocky character, Dave Muldowney? He just passed away and his celebration of life will be Aug. 10 in Madison.

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