Rolling in Dough
By Ian Mount

(FORTUNE Small Business) – Domino's, watch out. Scott Matthew, founder of Super Fast Pizza of Fond du Lac, Wis., has crushed his industry's first law--that a pie has to be cooked, then delivered--by turning two Chrysler Sprinter vans into mobile pizzerias. When one of his $80,000 vans, which are officially licensed as restaurants, receives an order via wireless Internet, the driver pops premade pizzas into a custom electric oven and drives to his destination. To keep it simple, Super Fast offers ten standard pies ($8.99 for the first and $5.99 for each additional). Matthew, 47, says that on any given day a van can handle 100 pies, each of which cooks in about seven minutes and arrives within 15. "When the pizzas are cooking, there's nothing to do except drive," he says. The company plans to add two more vans this summer--one van can cover about 10,000 urban residents--and is raising $2 million to expand next year. --I.M.