Excerpts from Podcast interview:
Chris (Host):
Welcome to another episode of Coffee on the Couch. I'm your host, Chris, and I’m thrilled to have you join us today. We have a special treat—diving into the world of donuts with Joe Astrella, owner of Rocco's Donut Company. Joe’s journey from the corporate world to running a successful donut shop is a testament to the power of family, creativity, and entrepreneurship. So, grab your coffee, settle in, and let’s get started. Welcome, Joe!
Joe Astrella (Guest):
Hey, great to be here, Chris.
Chris:
Great to have you! Let’s jump right in. Your father, Rocco Astrella, owned one of the first 11 Dunkin' Donuts in the 1950s. How has his legacy influenced your approach to running Rocco’s Donut Company?
Joe:
Well, I was the youngest of three kids, and I was born when my father was around 45, so I came late to the game. My siblings got to experience more of his journey—his Dunkin' Donuts store in Saugus, Massachusetts—but I wasn’t born yet when it all happened. His influence was still strong though. After high school, I didn’t want to go to college right away, so my dad, who had just retired, suggested I work at his old shop to see if I liked it. I tried it for four or five months and hated it. I told him, “I’m going to college, Dad. Thanks for the push!” So, I went on to get my bachelor’s in business administration.
Chris:
So, you stepped into the corporate world after that?
Joe:
Yeah, I thought that’s where you went to make real money. I came from a blue-collar family, and I was the first to get a college degree. But honestly, I wasn’t fully prepared for what that world would be like. I thought I’d go in, flash my degree, and dominate, but it wasn’t that simple. I worked for a few big companies, but I always felt unfulfilled. I wasn’t earning what I thought I could, and even though I got married young and had kids early, I was still unhappy. The pressure of needing a paycheck and benefits kept me stuck for a long time.
Chris:
Sounds like you were in a bit of a rut?
Joe:
Exactly. I settled into it for years—long commutes, layoffs, trying new start-ups. It was tough, and deep down, I knew I wasn’t doing what I truly wanted to do.
____________
Chris (Host):
And stay tuned because later in the interview, we’ll also be talking to Joe’s son, Dominic.
Joe Astrella (Guest):
It was actually my daughter who was with us at the beginning, but left to pursue her nursing career after graduating. She came to me and said, “Dad, I’ve been to these doughnut shops in other areas, and there's nothing like that around here. You’ve got to check them out—these places are crazy.” So, I took a look and was amazed at how they took a regular doughnut and souped it up with all these crazy flavors and toppings.
That’s when it hit me—my dad did donuts, and when he worked for the company (which I won’t name), they were the best. They were the leaders in the donut industry back then, but times have changed, and donuts are no longer their focus. So, I wanted to bring back that same quality my dad had, but with a modern twist—something people today would be excited about. That’s when I started pulling in a few of my kids to use their creativity.
Rocco's Donuts links:
Email: roccodoughnutco@gmail.com
Facebook: https://www.facebook.com/roccodoughnutco
Instagram: roccodoughnutco
Tik Tok: Rocco's Doughnuts
Website - https://roccosdonuts.square.site/
>Other interviews and write-ups<
https://www.phantomgourmet.com/restaurant/roccos-doughnut-company/
https://www.worcester.edu/magazine/2023/02/14/alumni-family-finds-sweet-success-one-doughnut-at-a-time/
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Alignable: https://www.alignable.com/baileyville-me/coffee-on-the-couch-podcast
Apple Podcasts: https://podcasts.apple.com/ca/podcast/coffee-on-the-couchs-podcast
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