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Coffee on the Couch with Joe and Dominic Astrello- “Rocco’s Doughnuts”
Chris LaFreniere is a young man from Maine who loves journalism. He has been pursuing various aspects of journalism, recently adding the interviews of business owners.
Meet Chris LaFreniere, the passionate writer and curator of ‘Coffee on the Couch.’ What started as a simple blog in 2016 has evolved into an exploration of the captivating crossroads where Christianity and politics intersect. With a deep belief that understanding this nexus holds the key to our complex society, Chris invites you to break free from conventional perspectives and join him on this intellectual journey. Whether you’re a fellow believer eager to bridge the gap between faith and politics or a curious soul seeking engaging discussions, there’s a seat waiting just for you. Subscribe now and savor the blend of faith, politics, and countless enriching conversations at Coffee on the Couch. Cheers to faith, politics, and the many dialogues ahead!
Warmly, Chris LaFreniere, Freelance Writer and Curator of Coffee on the Couch.
Coffee on the Couch
Reasons for having Joe and Dominic Astrello- “Rocco’s Doughnuts” on:
I had the pleasure of interviewing Joe and Dominic Astrello, part of the family behind “Rocco’s Donuts,” a local favorite that has made waves with its delicious creations. Joe serves as the CEO, and his son Dominic has taken on significant responsibilities related to their social media and tech. Rocco’s Donuts isn’t just a business; it’s a family affair, with other members of the Astrello family contributing to leadership and management roles. Alongside their dedicated team of hourly employees, they’ve built a brand known for its oversized, fully-loaded donuts that stand out in both presentation and taste.
Assorted Examples of Rocco’s Donuts
I first stumbled upon their business while researching potential guests, and after seeing their impressive social media presence, I was immediately intrigued. The reviews and comments spoke volumes about the quality and creativity behind their donuts. Knowing I had to feature them on my podcast, I reached out, and within a day or so, someone from the family responded. We scheduled a time through my Calendly page, and the resulting conversation was insightful. I learned more about the history and legacy behind Rocco’s Donuts, and it became clear that this family’s passion for their craft is at the heart of everything they do.
About Rocco’s doughnuts:
Rocco’s Doughnut Company, owned by the Astrello family, has become a staple in the Massachusetts donut scene. Named after the family patriarch, Rocco, who was one of the original Dunkin’ Donuts franchise owners in the 1950s, the company blends tradition with modern innovation. Joe Astrello, the CEO, was inspired by his daughter Kerri’s suggestion to explore the booming gourmet donut industry. With no prior experience making donuts, Joe and his family, including his sons Vinny and Dominic, learned the craft from a seasoned baker. Since their opening in 2018, Rocco’s has garnered a reputation for its massive, decadent donuts, such as their popular Maple Bacon and Fruity Pebbles flavors.
Rocco’s is not just a donut shop; it’s a family-run business where everyone plays a vital role. Joe’s wife Lia handles much of the scheduling and operations, while Vinny and Dominic focus on social media, marketing, and product development. The family’s collective dedication to quality, combined with their playful creativity, has earned Rocco’s a devoted customer base. Today, they operate multiple locations, and despite their growing success, they remain deeply involved in day-to-day operations, ensuring each donut is made from scratch and with love. Their goal is not only to make the best donuts but also to create a company built on family values and customer satisfaction
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?
Rocco’s Donuts Banner
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 donut 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 donut 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.
Assorted Examples of Rocco’s Donuts
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Email: cl71088@gmail.com
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Join us on ‘Coffee on the Couch’ for lively conversations with everyday heroes, entrepreneurs, and inspiring individuals. Get ready to be uplifted, empowered, and inspired as we chat about life’s challenges and triumphs over a virtual cup of coffee.
Chris is a freelance writer living in Maine. He is a Christian who likes to see the value of faith and in life.
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Chris LaFreniere
From an early age, Chris LaFreniere became interested in the written word, as well as finding his voice. He was quite regularly told by teachers, both in a positive way as well as a negative way, that his style of writing was akin to the way he thought. In one encounter with a teacher, she advised him that he should go into journalism because she believed he would do well.
Chris has been writing for close to a decade now, starting off as simply a way to get his views and opinions out via a blog, which over time has morphed into a more polished style as well as a new arena. One of which some individuals have referred to as “citizen journalism.” Writing is a passion for Chris and a place where he truly believes he’s found his voice. He also presently works as a copywriter.
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