Looney Bird's (Johnsonverse)

Mitzi's Pizza was an American chain of restaurants and family entertainment centers founded by then-Johnson Industries CEO Phil Stacker and Creative Engineering in July 1990. The brand emerged in the chaos that ensued between Creative Engineering CEO Aaron Fechter and ShowBiz Pizza Time, Inc. (owners of the Chuck E. Cheese's and ShowBiz Pizza Place franchises) when the latter tried to force Fechter to hand the rights to his animatronic band, The Rock-afire Explosion, for little-to-no monetary compensation.

Mitzi's Pizza used the Rock-afire Explosion, as well as an updated version of the Rock-afire Explosion, named The New Rock-afire Explosion, which used more articulated animatronics dubbed "miijins". Once Johnson acquired ShowBiz Pizza Time, Inc. (which had been renamed to CEC Entertainment, Inc. in 1998), the company began rebranding all Mitzi's Pizza locations to ShowBiz Pizza Place, and the final Mitzi's Pizza location (in Chemung, New York) was rebranded to ShowBiz Pizza Place on March 29, 2018. Despite this, the Mitzi's Pizza name was retained for the newly-formed ShowBiz express unit, as Mitzi's Pizza by ShowBiz.

History
In the mid-1980s, tensions between Creative Engineering, Inc. and ShowBiz Pizza Time, Inc. began to rise as the latter company attempted to take control of the Rock-afire Explosion from CEI. In 1990, the two companies began to cut ties once the latter began a process known as "Concept Unification", which rebranded all ShowBiz Pizza locations to Chuck E. Cheese's by replacing the Rock-afire Explosion with a new band known as Munch's Make-Believe Band, which used the characters from the latter brand's previous animatronic band, the Pizza Time Players.

Noticing this, Johnson CEO Phil Stacker, in a bid to improve Johnson after a decline in the 1980s, discovered Fechter and contacted him about starting a new restaurant chain that would compete with ShowBiz. In July 1990, the first Mitzi's Pizza location opened in Jacksonville, Florida. Eleven additional locations were opened, before Stacker and Fechter got into a royalties dispute, halting further expansion.

Once Stacker resigned from Johnson on October 22, 1991, his replacement, Sheldon Johnson, Jr., resolved those disputes. Between 1992 and 1996, 25 locations opened in the United States and Mexico, some of which having been ShowBiz locations previously. In 1992, Fechter began working on an update on the Rock-afire Explosion, dubbed The New Rock-afire Explosion, which used more articulated animatronics dubbed "miijins". The new band was completed in 1994, and was installed in 10 locations.

Beginning in 2002, the Mitzi's Pizza chain changed its logo to feature an illustration of its mascot, Mitzi Mozzarella. A few more locations were opened throughout the 2000s and early 2010s. On December 28, 2014, Johnson closed its acquisition of CEC Entertainment, Inc., and between 2016 and 2018, all 45 locations were converted to ShowBiz Pizza Place locations. The last location, in Chemung, New York, was converted to a ShowBiz location on March 29, 2018. Before the end of Mitzi's Pizza, the name and logo were repurposed for ShowBiz's express chain, which was named Mitzi's Pizza by ShowBiz. All New Rock-afire Explosions were retained for the conversion.

Entertainment
The chain used similar entertainment to its predecessor.