Rocco’s Doughnut Co. will open a Worcester location on Wednesday, owner Joseph Astrella confirmed Thursday afternoon, marking the shop’s third location.
The Rocco’s flagship store is located in Millbury, with a second location in Westborough. Those shops opened in 2018 and 2019, respectively.
The Worcester Rocco’s will operate at 947 West Boylston St.
Originally, Astrella wanted to expand to Worcester in 2020, but those plans were put on hold due to the coronavirus when, like other business owners, he had to pivot operations to accommodate new health and safety standards. Despite the challenges, however, he and his team pressed forward, advancing their online ordering system and keeping their eyes on expansion.
“We kept everybody employed through the whole thing,” Astrella said.
The new shop will be supported by kitchens at the Millbury and Westborough outposts and will have a more modern decor scheme, although company plans call for updates at the other two shops, in the future. Astrella opted not to install a full kitchen in Worcester in order to reserve space and streamline labor.
A grand opening is planned for Wednesday, with more expansion plans in the works.
