Rocky Rococo Pizza and Pasta is a chain of North American restaurants that specializes in pan-style pizza sold by the slice. It was founded in Madison, Wisconsin, in 1974 by a pair of college students who took the name from a character invented in 1969 by the Firesign Theatre. The chain grew as large as 120 stores in 1986, and the owners sold the franchise rights to another partner and group of investors in 1988. Today there are still 40 locations in the Midwest.