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Muriale has built lone eatery into Italian empire

Mar 01, 2008 @ 10:01 PM

By ANTWON PINKSTON

The Herald-Dispatch

HUNTINGTON-- As a kid, growing up in a small Italian community called Kelly Hill in Clarksburg, W.Va., Rocco Muriale did not think his life would be the way it is now.

"I was in a middle class family, and my dad got laid off more times than he worked," he said. "I would look at all the high class people and fancy cars go by and just never thought I would be able to do this. I am way beyond what I expected of myself."

Now the proud owner of a restaurant in Ceredo, which only sat 40 people about two decades ago, overseeing two more restaurants that bear his name in Huntington and Hurricane, and having his baked spaghetti, lasagna and meat sauces in 13 Krogers, a local Foodfair and Wal-Mart, Muriale has come full circle with his success.

But like many entrepreneurs, the beginning stages weren't easy.

After spending two years at Fairmont State University and majoring in music, Muriale left school to serve his country in Vietnam from 1966 to 1969. There, he was a band musician who played the alto saxophone. When he returned to his hometown in Clarksburg, his parents Sam and Rose Muriale launched their own Italian restaurant (Muriale's Restaurant) in which he did what he called all the "kitchen details," such as serving and prepping the food.

But it wasn't until 1977 when he decided to move to Huntington and branch out on his own that he was able to see if he could achieve what his parents had.

"I had a friend name Frank Lucent, who owns 45 Sam's Hotdog stands and owned a building in Ceredo," Muriale said. "After borrowing some money from friends and family members who were willing to help me out, that's when it became Rocco's."

In the late 1970s, Muriale said there was hardly anything in Ceredo. His business took about eight years to take off.

After 22 years, and the waiting line outside his restaurant growing, Muriale decided to expand the little restaurant and add on another side for more comfort. Two years later, he expanded even further when his friend June Kim took ownership of Rocco's Little Italy on 4th Avenue in Huntington. About two months ago, Muriale and owner Felix Tassone opened a location in Hurricane. He also opened Rocco's 21 at the Frederick Hotel.

"Those restaurants are owned by friends that I felt were capable and responsible enough to run a restaurant," he said. "I supply them with food and lend my name, and they just take care of the business on their own."

After reading numerous biographies and learning the stories of prominent figures such as Chef Boyardee, Muriale became motivated to take some of his own recipes and attempt to put them in stores.

"It wasn't easy getting out there, but I met one of the Kroger executives and I would joke with him about putting my products in his store and he said that if I done it-- he would," Muriale said. "These products and recipes came from my parents and grandparents, who were just fabulous Italian cooks."

Muriale said his products have been circulating in the retail market for about eight years now.

For a person who was only looking to purchase a corner store and sell pizza, sandwiches and spaghetti, Muriale said he's happy with how his career path turned out.

"I totally wasn't prepared to open a restaurant," he said. "But if I drop after this conversation, I know I got the best of it, and I feel very fortunate."

Rocco Muriale

Family: Married to Joan Underdonk for 23 years; daughter Samantha Rose Muriale, 23, who attends West Virginia University; and son Rocco Anthony Muriale Jr., 19, who attends Marshall University.

Mentors: Tony Skinner and Joe Minard

Favorite Web site: History Channel

Favorite book: biographies

Items can't live without: Spaghetti