Rocco's Cafe

Roccos Cafe on Folsom Street offers the flavor of Italy with a taste of tradition. As the story goes, in 1920 a young Italian man named Rocco Coscarelli immigrated from Italy. For years he worked in the North Beach institution, Fior dItalia. Eventually he saved enough to pursue his American dream: along with his wife, Constatina, he opened his own restaurant on Mission and Geneva called Roccos Fine Food, and a family tradition was born. The Coscarellis philosophy was to treat the customer like family. In fact, Rocco would actually invite customers from the restaurant to come eat at his home. For more than 20 years, Rocco ran a successful business; the key ingredients were quality, quantity, and personality.