A passion for pizza.

Mike Rocco has had it since he was a boy in his father's pizzerias in The Bronx.

Mike is a lucky man. He's working at his passion.

In 1991, he and his brothers, Joe and Frank, opened Planet Pizza, their first restaurant, in White Plains, N.Y. Since then, the business has grown to include restaurants in eight other locations: Darien, Greenwich, Norwalk, Ridgefield, Shelton, Stamford, and Westport and, as of Dec. 23, in Danbury, at 71 Newtown Road.

''We chose Danbury and this particular location for our latest shop for two reasons,'' Rocco said. ''People asked when we were coming here and because it's near Bethel, Newtown, New Fairfield and Brookfield.''

The business' unusual name plays a role in its success.

It was chosen because ''it sounded good,'' Rocco said. ''It's a catchy name that enabled us to create growth and recognition.''

However, more than a catchy name creates growth -- a product people want is a must. At Planet Pizza they want pizza. According to Rocco, at least 1,000 pies are sold in all their stores every day.

Three kinds of pizzas are available: cheese, Sicilian and Grandma's, pan baked with plum tomatoes, garlic, olive oil, fresh basil and mozzarella.

Pies can be enhanced with the 32 toppings on hand, including anchovies, feta cheese, peppers, steak, clams and red onions.

Twenty-five special pizzas are also offered. Among them, sirloin and gorgonzola, Hawaiian, baked ziti, and two new kinds: gluten-free and whole wheat pizza.

Each restaurant features regular and children's menus, plus a catering menu, and will deliver any size order on short notice.

''Marketing, cleanliness, well-trained, friendly, service-oriented staff and the fact we stand behind what we sell -- food which is made from scratch with quality ingredients -- make our product what it is,'' said Rocco. ''A great product.''

In full agreement with him are customers Christine Kennedy and her son, Alex, 13.

''Their pizza is unbelievable. It's the best in Danbury,'' said Alex. ''I love the cheese.''

Call 203-743-7787 or visit www.planetpizza.com. Planet Pizza is open seven days a week 10 a.m. to 11 p.m.; closed Christmas and Thanksgiving.