ABOUT US
ABOUT US
In 1956, a 17 year old Italian immigrant stepped off his boat with little more to his name than the shoes on his feet. 44 years later, that very same man passed the torch of the most iconic bakery in New York City to my sister and I. Years of dedication and refining have contributed to the quality desserts we at Rocco’s have consistently delivered, with tradition never sacrificed for passing trends. Our business has stood the test of time, and we invite you to become part of its ever-growing legacy.
History
Rocco Generoso Sr.’s roots are as firmly planted in the West Village as they were in Italy. When he first arrived in ‘56, he found employment in Zema’s Bakery, located in the very spot Rocco’s is today. Starting as a dishwasher, he learned the art of baking from Joe Zema himself, and worked alongside him through the years. In 1974, after numerous changes in ownership, Rocco Generoso Sr. was able to buy the establishment he had called home for 18 years, and turned it into the landmark it is today.
Neighborhood
Rocco’s has been a staple of the West Village for decades, conjuring and creating memories for all of our patrons. There are those who speak with true affection about the store and what it means to them, with everything from childhood trips with their grandparents to a delicious cookie just last week. It’s near impossible to enter the West Village and not stop at Rocco’s, so much so that it’s become an essential tourist spot for the dazzled tourist and the fickle foodie alike.
History
Rocco Generoso Sr.’s roots are as firmly planted in the West Village as they were in Italy. When he first arrived in ‘56, he found employment in Zema’s Bakery, located in the very spot Rocco’s is today. Starting as a dishwasher, he learned the art of baking from Joe Zema himself, and worked alongside him through the years. In 1974, after numerous changes in ownership, Rocco Generoso Sr. was able to buy the establishment he had called home for 18 years, and turned it into the landmark it is today.
Commitment
Rocco’s mission has always been simple and straightforward: the best quality service, ingredients, and products, with no exceptions. In keeping with this, we are always keeping our ear to the ground and finding new ways to build on the longstanding foundation that has been laid before us. We dedicate our day to the needs of our customers, and ensure every experience exceeds the expectations of the last.
Commitment
Rocco’s mission has always been simple and straightforward: the best quality service, ingredients, and products, with no exceptions. In keeping with this, we are always keeping our ear to the ground and finding new ways to build on the longstanding foundation that has been laid before us. We dedicate our day to the needs of our customers, and ensure every experience exceeds the expectations of the last.
Neighborhood
Rocco’s has been a staple of the West Village for decades, conjuring and creating memories for all of our patrons. There are those who speak with true affection about the store and what it means to them, with everything from childhood trips with their grandparents to a delicious cookie just last week. It’s near impossible to enter the West Village and not stop at Rocco’s, so much so that it’s become an essential tourist spot for the dazzled tourist and the fickle foodie alike.