Rocky Rococo
Rocky Rococo is a pan-style pizza and pasta restaurant franchise. Known for its delicious Italian-inspired dishes, it operates in the casual dining sector of the food service industry.
About Rocky Rococo
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 Wayne Mosley and Roger Brown, who took the name from a character invented in 1969 by the Fireside 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. As of 2025, there are 31 locations, 30 in Wisconsin and one in Minnesota.
Read more on Wikipedia → · Facts from Wikipedia (CC BY-SA)
Rocky Rococo franchise FAQ
How much does it cost to open one — the total initial investment?
The total initial investment necessary to begin operation of a ROCKY ROCOCO PIZZA AND PASTA ranges from $211,000 to $705,000. This includes a mandatory payment of $25,000 to the franchisor as specified on page [p.1].
What is the initial franchise fee?
The initial franchise fee is $25,000 for a new franchisee and $17,500 for an existing franchisee opening a new location. This amount is non-refundable after ten days from the execution of the agreement [p.64].
What are the ongoing royalty and advertising fees?
The ongoing royalty fee is 5% of gross sales, payable weekly [p.15]. The advertising fee is 0.75% of gross sales, also payable weekly and deposited into a marketing fund [p.27, p.88]. These payments are made together with the royalty and service fee due under the Franchise Agreement.
How long is the initial franchise agreement, and can I renew it?
This isn't specified in the excerpts. The FDD does not provide information on the duration of the initial franchise agreement or the renewal process beyond stating that upon renewal, the franchisee must execute the franchisor's then-current form of franchise agreement, which may differ from this one [p.78].
Can I sell or transfer my franchise, and what does that require?
Yes, you can sell or transfer your franchise. According to the FDD, if you are in full compliance with the agreement (and applicable owners), the franchisor shall not unreasonably withhold approval for a transfer meeting all applicable requirements [p.126]. However, the proposed transferee and its owners must be individuals of good moral character and meet the franchisor's standards for franchisees [p.126]. Additionally, there is a nonrefundable fee equal to 50% of the current initial franchise fee that you will need to pay upon approval of the assignment [p.16].
On what grounds can the franchisor terminate the agreement?
The franchisor can terminate the agreement if it suspends contributions to or terminates the Fund or Local Ad Fund, as specified on pages [p.89] and [p.92]. Additionally, the franchisor has the right to terminate the agreement if the franchisee is unable to acquire an acceptable site and premises within the specified time, as mentioned on page [p.154]. This isn't specified in the excerpts for other grounds of termination.
What financial requirements — net worth and liquid capital — do I need to qualify?
This isn't specified in the excerpts.
Do I get an exclusive or protected territory?
No, you do not receive an exclusive territory. You may face competition from other franchisees, outlets owned by RFC, or competitive brands controlled by RFC [p.39]. However, RFC will not operate another ROCKY ROCOCO RESTAURANT within a 1-mile radius of your location, except in certain specified circumstances involving major regional shopping malls or central business districts [p.38].
What training and ongoing support does the franchisor provide?
The franchisor provides an initial training program at their location in Maylair Mall, Wauwatosa, Wisconsin, lasting up to 10 weeks. This includes formal training followed by on-the-job training for up to 20 weeks before the restaurant opens. Additionally, the franchisor offers opening assistance and may require further training based on what they deem necessary for maintaining system quality. [p.36, p.85]
How many franchised outlets are there, and how many have closed or been terminated?
This isn't specified in the excerpts.
Does the franchisor share any financial performance or earnings information?
The franchisor may provide actual records of an existing outlet's performance upon purchasing one. However, they are not authorized to make representations about future financial performance or past financial performance of company-owned or franchised outlets [p.47]. Financial performance information can be given if there is a reasonable basis and it supplements the information provided in Item 19 [p.47].
What am I restricted to selling, and where must I buy supplies?
You are required to sell the specific food and beverage items designated by RFC, such as pizza and pasta. You may have to purchase or lease certain items from the franchisor or a limited group of suppliers designated by them, which could be more expensive than other options [p.4]. Additionally, your inventory must meet RFC's specifications [p.20].