Rocco's Doughnut Company
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Known for: Gourmet yeast doughnuts with a rotating monthly menu of 15 to 18 flavors, popular on TikTok, from a Millbury family shop.
4 locations
Auburn, MA · Millbury, MA · Westborough, MA · Worcester, MA
Joe Astrella left a corporate career and opened Rocco's in Millbury in March 2018, naming it for his late father, a former Dunkin' franchisee. His children Vincenzo, Lia and Domenic work in the business, which added Westborough, Worcester and Auburn stores by 2024.
Open since 2018
Astrella family owned. No franchise page found on the site.