NB|AZ helps local diner grow with the community
The small western Arizona town of Wellton, just outside of Yuma, is a long way away from the cosmopolitan cities of San Francisco and Chicago, and the exotic French West Indies. But for Joe Seriale, Owner and President of Joe’s Diner in Phoenix, Wellton will always be home.
“I’m a third generation Arizonan,” he says. “I grew up in Wellton. My grandmother ran a restaurant and small motel, and my grandfather had a gas station on Highway 80. I worked at the restaurant from the time I was about 11 years old.”
Inspired by his Italian grandmother’s passion for food—and his own innate love for cooking—Seriale went on to pursue a culinary career that included classical French training; stints at the Fairmont San Francisco Hotel and the Boulders Resort & Spa in Carefree; running a catering business in the North Shore area of Chicago; and working as a private chef on a luxury yacht.
But, as Seriale says, “it was too much water for a desert boy,” so he returned to Arizona, where he eventually opened Joe’s Diner in 2010. Now located in the Melrose District, the diner is open for breakfast and lunch, and serves classic American fare, including buttermilk pancakes, biscuits and gravy, burgers, and homemade cakes and pies.
“Our food is good, fresh, and down-to-earth, made with local ingredients,” Seriale says. “We buy everything we can from local people who are growing, raising or manufacturing the various products we use.”
It’s that thoughtfulness about the food he serves and the passion he has for serving it that makes Joe’s Diner a popular spot in the community. It’s also why Lisa Kaplan, Vice President and Branch Manager for National Bank of Arizona, sees a bright future for the restaurant.
“Joe’s commitment to his restaurant, employees, customers and community is amazing,” she says. “It’s been great to see him grow since he began banking with us five years ago. He’s very invested in the restaurant and we’re excited about helping him meet and exceed his business goals.”