This is a locally owned establishment by a hard working family. Kudos to them for "sticking it to the man" in the uber-competitive pizza market. To do that you have to do a few things really well and they have.
Quality - the food tastes fresh! This isn't some mass produced pizza or sandwich slung together by a parolee at one of the Sandwich-Mart's. Their food tastes like your Italian Grandma made it special just for you!
Price - The economy is tight. Everybody has an eye on their wampum and most won't part with it easily. Rochelli's offers fair prices that are in line with (or maybe a little better than) the competition. Quite a feat considering their quality!
Service - The owners are in the restaurant. They are there putting their soul into that place and you can tell that they care. I went in to pick up some pizza for take out the other day and all of the wait staff (owners included) made it a point to come by and talk to me like I was family. THEY CARE!
Give them a shot!