Rocco's Delicatessen
Rocco's Delicatessen has been a fixture of Melbourne's west since 1977, a family-run Italian deli in Yarraville with a following most brands would kill for: 210K+ Instagram followers, a sandwich locals queue for, and 47 years of history. In all that time, they'd never had a website. Jaffle's job was to give them one that felt like a natural extension of what they'd already built, authentic, warm, proudly Italian, without losing any of the personality that got them this far.
What we built.
Rocco's didn't need reinventing, it needed a digital home that didn't get in the way. Our job was to stay out of 47 years of hard-earned trust: no gimmicks, no overcomplicated builds, nothing that felt disconnected from a brand people already followed by the hundreds of thousands. We kept the layout clean and let the food photography and the heritage story carry the page, mobile-first from the start since most of that audience finds Rocco's through Instagram, not Google. The result is a site that feels like a natural extension of the deli itself, warm, proud, unmistakably Italian, and finally, after 47 years, live.
After 47 years of queues, word-of-mouth and a following built entirely on Instagram, Rocco's finally has a digital home that matches the reputation. The site launched alongside an exclusive, limited-time merch drop that pulled in $1.7k in sales in its first week, heritage up front, the Rocco Roll where it belongs, and proof the new digital presence could move product from day one.