Pizza capital of the world installs vending machine and shocks purists

Raffaele Esposito, the 19th century Neapolitan credited with inventing Italy's most famous type of pizza, may be turning in his grave: Rome has a new vending machine which slides out freshly cooked pizzas in just three minutes.

Buyers using the flaming red "Mr. Go Pizza" machine can choose from four different kinds of pizzas costing from 4.50 to 6 euros ($5.2-7.2). The machine kneads and tops the dough and customers can watch the pizza cook behind a small glass window.

Reviews by customers of the machine, one of the first in Rome, ranged from "acceptable if you're in a hurry" to outright horror. "It looks good but it is much smaller than in a restaurant and there is less topping," said Claudio Zampiga, a pensioner.

A Naples native and university student in Rome, gave the machine-made pizza a try and gave it a thumbs down, saying it tasted more like a 'piadina', an ultra-thin soft unleavened bread wrap popular in northern Italy.

In fact, for many Italians, the classic pizza experience includes watching a 'pizzaiolo,' (pizzamaker) knead the dough and cooking it in a wood-burning brick oven within sight of your table.

In its current location, at least, the 'Mr. Go Pizza' machine will face stiff competition getting a slice of the market. Nearby is the Napolitano restaurant, which uses a brick oven. 'I wouldn't even think of eating a pizza made by a machine,' said Giovanni Campana, biting into one.