The Face of Rocky Rococo Pizza Has Died at 67

The face of the Wisconsin-based pizza chain for decades, James Pedersen AKA Rocky Rococo died in his home on Thursday, February 4.

As per his wishes, there will be no services.

I first met James Pedersen when I was in high school in Madison. At the time I worked at Rocky Rococo Pizza on Sherman Ave., also in Madison. I remember telling him that I wanted to be a radio personality. I left Madison for broadcasting school in 1986 and returned in 1988 and did several promotions with 'Rocky' once I started working in radio.

Not many knew of Pedersen's life away from being a pizza pitchman (a role he's played since Rocky Rococo Pizza began). Acting skills honed at Second City in Chicago and a career as a psychotherapist for many Wisconsin families.

From a 2008 interview with Madison.com:

In April 1974 they founded the first Rocky Rococo's on Gilman Street. A year later, they called me and asked me to play the character. I was a professional actor working at Second City. I worked with John Belushi and Bill Murray for two years on stage on the South Side of Chicago.

 

My other passion is psychology. I have a small private practice in Madison as a psychotherapist. I work with families and relationships, particularly dealing with addiction. And I write a column for Addiction Professional magazine called "The Family Factor."

Read the full interview, 'Drinks with Jim Pedersen'

The chain started on Gilman St. in Madison in 1974. And this was the one of the first TV commercials I remember seeing.

Visit Rocky Rococo's YouTube channel for more vintage TV commercials

I still remember eating my first slice. In a small cardboard box (an ingenious invention) came a pan-style slice in the shape of a rectangle and with thick sausage the size of a silver dollar. Still one of my most favorite pizzas.

Rest in peace my friend.

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