It’s a sad day for pizza lovers. According to an announcement published this morning on Channel3000.com, James Martin Pedersen has died.
Pederson, best known as the face of Wisconsin-based pizza chain Rocky Rococo’s, was a long-time Madison resident whose style became the heart and soul of the popular pizza brand.
Wooing the public with his white suit, round sunglasses and his distinctive deep voice, Rococo starred in countless commercials through the 1980s and '90s – including the one below -- becoming an indelible part of Wisconsin pizza culture.
Heck, he even made Andy Tarnoff's recent list of Milwaukee-themed Halloween costumes.
Rocky Rococo opened its first location on Gilman Street in Madison in 1974 and quickly became a local institution. Founded by business partners Wayne Mosley and Roger Brown, Rocky Rococo’s became known for its signature pan-style pizza, breadsticks, salad bar and individually boxed slices.
Today, Rocky Rococo boasts 40 locations, mostly in Wisconsin, with a corporate headquarters in Oconomowoc.
As a passionate champion of the local dining scene, Lori has reimagined the restaurant critic's role into that of a trusted dining concierge, guiding food lovers to delightful culinary discoveries and memorable experiences.
Lori is an avid cook whose accrual of condiments and spices is rivaled only by her cookbook collection. Her passion for the culinary industry was birthed while balancing A&W root beer mugs as a teenage carhop, fed by insatiable curiosity and fueled by the people whose stories entwine with every dish. Lori is the author of two books: the "Wisconsin Field to Fork" cookbook and "Milwaukee Food". Her work has garnered journalism awards from entities including the Milwaukee Press Club. In 2024, Lori was honored with a "Top 20 Women in Hospitality to Watch" award by the Wisconsin Restaurant Association.
When she’s not eating, photographing food, writing or planning for TV and radio spots, you’ll find Lori seeking out adventures with her husband Paul, traveling, cooking, reading, learning, snuggling with her cats and looking for ways to make a difference.
