When Ken and Elaine Spinato opened their first Scottsdale pizzeria in 1974, sales for the day totaled just 69 cents — one iced tea. Fifty years later, Spinato’s Pizzeria & Family Kitchen has grown into a Valley institution, serving its signature sweet-sauce Chicago-style pizzas and diverse menu at six locations across Tempe, Ahwatukee, Scottsdale, Phoenix and Gilbert. Today, Spinato’s isn’t beloved just for its food; it’s recognized as a model of how businesses can thrive by weaving generosity and community into their core.
As the official pizza partner of the Phoenix Suns, Phoenix Mercury and Arizona Cardinals, Spinato’s has earned a reputation for flavor, but it’s the company’s commitment to giving back that truly sets it apart. From its beginnings, community has been part of the recipe. CEO Anthony Spinato, who grew up working in the family business, recalls how his father would say yes to nearly every request from schools, local ball teams and charities, sometimes donating pizzas, other times entire gallons of sauce. “He did whatever he could and beyond, and I could not have had a better model for giving,” Anthony says. “This is why today it is woven into our DNA. We exist to enhance the lives of others.”
That philosophy has blossomed into wide-reaching impact. In 2009, the family launched the Kenneth A. Spinato Foundation to further its charitable mission, with three pillars guiding its work: kids, veterans and service animals. “Community is one of our core fundamentals at Spinato’s,” says Brand Manager and Director of Community Outreach Jaime Spinato. “Giving back has always been part of who we are. We’re dedicated to making our surrounding communities better places to live and work.”
Spinato’s supports more than 130 nonprofits each year through donations, events and creative partnerships. That support translates into about $100,000 annually from the restaurants in addition to the Foundation’s efforts. But the Spinato family insists that writing checks is only part of the equation. “Authenticity is at the heart of our giving,” Jaime explains. “When we support a cause, it’s because we truly believe in it and have taken the time to understand how we can make the greatest impact.”
The company’s impact is fueled not just by dollars but also by the hands and hearts of its team. Spinato’s employs more than 430 people, and volunteerism is built into its culture. One of the company’s 26 core fundamentals is “Serve outside our walls,” and employees are offered two paid days each year to volunteer with nonprofits of their choice. Jaime notes that this is as much about personal empowerment as corporate giving: “We want our team members to connect with causes that matter to them, whether it’s through our partnerships or organizations they love.”
Recent initiatives highlight Spinato’s creativity in service. A cooking class at A New Leaf taught skills to families overcoming homelessness, while a new Season of Giving partnership with Sleep in Heavenly Peace will help build beds for children without a safe place to sleep. The company also supports Magicians on Mission, a nonprofit bringing entertainment and connection to U.S. troops, tying its Wine Up Wednesdays to raise funds for the effort.
The Kindness Challenge
That authenticity shows in programs like The Kindness Challenge, now in its third year supporting St. Vincent de Paul. Guests can purchase $5 Kindness Bags filled with toiletries, snacks, socks and other essentials, to take with them and give directly to someone in need; the purchase funds go to St. Vincent de Paul. Spinato’s also hosts a Kitchen Takeover, preparing fresh pizzas in St. Vincent de Paul’s Family Dining Room and serving hundreds of guests each year. In the past two years alone, the campaign raised $8,000, with another $4,000 in in-kind donations.
“Every day we witness thousands of people in need of not just resources but also a little bit of kindness and care from one human being to another,” says Brandon Buck, a St. Vincent de Paul community engagement officer. “That’s why we’re so impressed by the thoughtfulness of Spinato’s Kindness Challenge. We’re not only grateful for their support, but also for their efforts to spur more compassion and connection in our community.”
Join the Kindness Challenge: This September, everyone can help Spinato’s spread kindness by purchasing a Kindness Bag for just $5 at any location. Each bag is filled with snacks, toiletries and essentials for someone in need. One hundred percent of proceeds benefit St. Vincent de Paul. Customers can simply add a bag to their order to be shared with someone they see in need — one small act of kindness can go a long way.
It’s this kind of innovation that has made Spinato’s stand out. The company’s charitable reach includes countless local events and partnerships, but the essence is consistent: strengthening community through kindness, generosity and shared experiences. As Anthony reflects, “We often say we’re in the ‘people business,’ not the ‘pizza business,’ and none of our success would be possible without our incredible team members. Without them, we would just be a family with a lot of ideas.”
Legacy with Heart
The legacy of Ken and Elaine’s first Scottsdale pizzeria now stretches across the Valley, but the heart of Spinato’s is still family, food and service. Ken, now in his 80s, remains a fixture in the restaurants, greeting guests and keeping the tradition alive. With Jaime leading outreach and Anthony steering growth, the Spinato family shows that business success doesn’t have to come at the expense of community; it can, in fact, be built upon it.
Spinato’s proves that a recipe of generosity, authenticity, and heart is just as important as flour, sauce, and cheese. And, as its pizza continues to fill tables across Arizona, the company’s kindness continues to nourish the community in ways that go far beyond the plate.
Tyler Butler, a trailblazer in ESG and corporate citizenship, has led Fortune 500 sustainability programs, contributed to two IPOs and founded Collaboration for Good. With degrees from ASU, Boston College and Cornell, she writes for top publications and serves as head of Public Affairs for Phoenix Rising FC.
Photo credit: Spinato’s Kindness Challenge bags; courtesy of Spinato’s
