Making Pizza Dough

Venture capitalists routinely come across way-out investment proposals. But few have sounded wackier, yet paid off more handsomely, than Pizza Time Theater Inc. of Sunnyvale, Calif. The company operates a rapidly growing, 50-restaurant chain of fast-food pizza parlors in which food is almost the least of the attractions.

The real action is in the roomfuls of coin-operated electronic games designed to divert, amuse and swallow the quarters of customers waiting for their pizzas to cook. Even more entertainment is provided, free of charge, by troupes of singing, talking, joke-telling robots dressed up to resemble Muppet-like characters.

Pizza Time Theater Inc. is the creation...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!