Rocco’s History

In 1920 a young Italian man named Rocco Coscarelli came to America to pursue his dream. He worked for years in the North Beach institutions Fior d’Italia, Bimbo’s 365 Club and The Riviera. Rocco realized his dream when he and his wife Constantina opened their own Italian restaurant in San Francisco’s Excelsior District called Rocco’s Fine Food.

The Coscarelli family has a long-standing tradition in the restaurant industry, spanning multiple generations. For over three decades, Rocco Coscarelli operated a thriving business built on quality, quantity, and personality. His son Lou owned the Monte Carlo restaurant in San Francisco, while his daughter Frances Benedetto ran a café in Menlo Park. Another daughter, Nora, who is Chef Don’s mother, continues to contribute by occasionally preparing homemade desserts for Rocco’s Café.

Don grew up immersed in Italian cooking, helping his family prepare traditional dishes from a young age. He later worked alongside his Uncle Lou at the Italian-American Social Club in San Francisco, where three generations of his family had been employed. At 18, Don combined his experience and strong work ethic to enter the restaurant business, quickly rising to General Manager at an Italian restaurant in North Beach.

Don opened Rocco’s Café in San Francisco’s SOMA area in 1990 at the age of 25. The restaurant continues the family tradition of serving authentic Italian cuisine, reminiscent of old North Beach. Chef Don prepares classic dishes like Linguine with Clams, Chicken Marsala, and Grilled Polenta, focusing on individual attention and generous portions. All sauces, dressings, marinades, and most desserts are made from scratch to ensure the highest quality and authentic flavors.

Today, Rocco’s enjoys a loyal following of regular customers, some of whom remember going to his grandfather’s and uncle’s restaurants, who keep coming back to this neighborhood favorite for good homemade Italian food with a lively atmosphere, quick service, and large portions.