When diners think of Hash Kitchen, The Italiano, The Mexicano, and the bevy of show-stopping restaurants in the Chef Joey Concepts empire, delicious and creative foods immediately come to mind. However, the show actually starts the moment guests walk through the doors and into a dazzling environment that wows every sense other than taste.
And this is where Cristina Maggiore shines. She is the designer of every space launched by the hospitality company, which currently has 26 restaurants across Arizona, Utah, Texas, and Tennessee.
“I do it truly out of love,” she says. “I truly love designing places.”
When most think of the beloved and craveable establishments under the Maggiore umbrella, thoughts are usually on Cristina’s husband of 27 years, Joey, the boldly magnetic and charismatic chef with whom she co-founded Chef Joey Concepts in 2019.
Joey attracts the spotlight with his artistry in the kitchen. But when it comes to the gorgeous aesthetics that are equally responsible for the stylish vibe and character of the Maggiore brand, Cristina is the showrunner.
“I think, ‘How am I going to make all of Joey’s dreams come true?’” Cristina says. “It really motivates me. He’s so driven, and that’s what makes me thrive.”
The couple’s restaurants are similar, though not exactly the same. When they were getting ready to open the Chandler location of The Mexicano, Cristina wanted it to have a feel similar to the original Phoenix location rather than a cookie-cutter version of it.
“I like special details, and I look at each space individually," she says. “Every restaurant should have its own personality.”
Sometimes the spirit of the space takes on a life of its own and leads Cristina down a path different from what she planned. This happened with The Italiano, which was intended to be a casual neighborhood spot. But when Cristina and her team got to work, that mission gradually changed. Drawing inspiration from her late father-in-law and longtime respected Phoenix dining legend Tomaso Maggiore, they brought in elements he used, such as a ceiling sky that can be lit to create a sunset or dark night, as well as art pieces. This created the upscale feel guests experience today.
However, design is only part of Cristina’s job. She also heads the company’s finance department—a different kind of task but a vital one. This is key because Cristina is the voice of reason, while Joey leans toward being more impulsive. Her insight into both design and finance puts Cristina in a unique position to determine whether moves are solid investments.
“I crush his dreams sometimes,” Cristina says with a chuckle. “Joey, he’ll go for it. I’ll say, ‘I don’t know about that.’ Afterward, he’ll be like, ‘D*mn it, OK.’”
This yin-and-yang dynamic has been part of the Maggiores’ recipe for success in designing, opening, and creating about 45 restaurants in their three decades together.
“Without each other, we could never be where we are today,” Cristina says. “We are still very involved, work as hard as we can, and are very hands-on.”
This approach reflects Cristina’s background in design and finance. Completely self-taught in both fields, she learned by doing what needed to be done as Joey’s restaurant visions became reality. A seed was planted not long after they started dating.
Cristina first met Joey when they both lived in San Diego.
“I always thought he was so good-looking, and I fell in love with those blue eyes,” she recalls.
When they were single, Joey’s sister Melissa Maggiore, the chef and owner of The Italian Daughter in Scottsdale, was the wingwoman.
“She’d ask me out for coffee and Joey would be there. She’d ask to meet for lunch and Joey was there,” Cristina says.
Eight months after dating, Joey proposed, and a year later, the couple got married. She was 20 and he was 23.
A few months before their wedding, Joey was in full restaurant growth mode and was about to open Joey's California Bistro in Coronado. Cristina advised him on colors and design and learned how to handle the accounting side. She grew to love the industry and willingly jumped on board with Joey’s plans. Cristina’s acumen and skill grew with every restaurant.
“I learned the hard way. We learned as a team,” Cristina says.
They moved to the Valley 15 years ago with their three children: Giuliana, now 25, is in nursing school; Tomaso, 22, is following in his father and grandfather’s footsteps and is poised to one day take over the family business; and Melina, 20, is a marketing, advertising, and business management student at Grand Canyon University.
Their flourishing company has enabled the Maggiores to give back to the community in a variety of ways. One of them is through the Tomaso Maggiore Culinary Arts Foundation, which supports culinary students with scholarships and other educational programming.
In the future, the hope is to send U.S. students to Italy to develop their skills and bring Italian students to do the same in the U.S.—which is what Tomaso did.
“My father-in-law left a family legacy,” Cristina says, as her voice cracks and she pauses to hold back tears. “It’s about carrying that on, putting a stamp on a legacy that my kids can talk about, and giving back as much as we can.”