August 16, 2018

Rocco's Doughnut Co. adding Westborough location

Photo/Town of Westborough
Rocco's Doughnut Co. will move into a 1,500-square-foot space off East Main Street in Westborough that was formerly home to the Regatta Deli.

Rocco's Doughnut Co., a Millbury doughnut shop, is expanding to a second location in Westborough later this year.

The shop's second location will be at 3 Colonial Drive in Westborough, just off East Main Street on the northern edge of the town center. The site is directly behind a Dunkin' Donuts, with a Gourmet Donuts shop just up East Main Street.

The 1,500-square-foot space Rocco's will occupy was formerly home to Regatta Deli, which now operates only out of its Worcester location at 28 Lake Ave.

Rocco's announced the news Monday on Facebook.

The Millbury Rocco's is open only Thursdays through Sundays until noon, but the Westborough location is expected to have more hours, including some evening hours, potentially with ice cream service and music, said Vinny Astrella, a member of the family that owns and operates Rocco's.

The Millbury location, which opened in March, is far smaller, with limited parking and no seating. The Astrellas decided on the Westborough site after finding many of its customers came from MetroWest. The new location will include seating and, with a larger kitchen, an ability to broaden coffee offerings and accommodate bulk orders for businesses or weddings.

"It was a good opportunity," Astrella said, adding of the Millbury location at 238 Millbury Ave. "It's a great place, and obviously we've done really well there."

Rocco's is named after Vinny Astrella's grandfather, who was an early franchisee for Dunkin' Donuts in the 1960s. The shop's logo is a stylized image of a real photo of Rocco Astrella making doughnuts.

In addition to Vinny Astrella, those involved from the family includes Dominic Astrella, Vinny's brother; Kerri Astrella, his sister; and Joe Astrella, his father. The family has always had a love for doughnuts, and Kerri made what Vinny said was a joke about starting their own shop.

"We put it all on the line for a hunch that people in the area wanted it," he said.

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