George Beato, 91, ran a popular restaurant
He was a witty and generous figure in Fairmount.
GEORGE BEATO, an Army veteran of World War II, was delivering pies in Fairmount for a baking company after the war when he made an observation that would change his life:
The blue-collar neighborhood had practically no sandwich shops.
George decided he would remedy that deficiency. He borrowed $500 from a butcher with whom he had become friendly, and in 1954 opened Beato's Pizza, on Parrish Street.
George Beato, who died Sept. 16 at age 91, almost immediately won the hearts of fellow business people and the hard-working folks in blue-collar Fairmount with his ebullient personality, his wit and his generosity.
"He never said no to people and would provide a meal to anyone, regardless of their ability to pay," his family said. "Having grown up poor, George knew what it was like to go to bed hungry and he never wanted to see anyone ever go through that, especially a child.
"Patrons weren't just customers, they became his friends, regardless of race, creed or social status. Beato's became the hangout for several generations of Fairmounters over the years.
"People always knew when George was there, as his meticulously kept Cadillac would be parked out front, and would often stop in just to say hello."
Beato's became famous for its cheesesteaks, and word spread throughout the city. Soon, people were driving in from the outskirts.
Among customers were the late Mayor James H.J. Tate, former District Attorney Lynne Abraham, Police Commissioner and later Mayor Frank Rizzo and his brother, Joe, the fire commissioner. Boxer Jimmy Young and "the Geator with the Heater" Jerry Blavat were customers.
George's cheesesteak won the first Philadelphia magazine "Best of Philly" award, and several more after that.
On one wall of his eatery was a photograph of George with Frank Rizzo. Another was of Patrick Ward, a Fairmount boy who worked for him and was killed in Vietnam.
George was a big supporter of police and firefighters, and donated annually to the Hero Scholarship Fund supported by the Police and Fire Thrill Show.
To show his gratitude for the first-responders, he never charged them for meals. If they insisted on paying, he charged them $2. He was made an honorary member of the Police and Fire departments and proudly displayed his badges.
George died suddenly at his home in the Northeast.
He was born in Philadelphia to Italian immigrants Philip and Carmela Beato. He was raised in South Philadelphia and dropped out of South Philadelphia High School in the 11th grade to go to work to help his family in the Depression.
He met his future wife, Phyllis Romano, at a neighborhood dance when he was 18 and she was 17. They eloped and married in 1942.
George worked for a butcher shop in the Italian Market and drove a cab before being drafted into the Army.
He served from 1943 to 1945 as a military policeman. Because he was fluent in Italian, he was assigned to interrogate Italian prisoners.
In 1990, after nearly 37 years in the restaurant business, often working 18-hour days, George decided to call it quits. He sold Beato's and retired.
Besides his wife, he is survived by two daughters, Marie Marandolo and Phyllis Faith; seven grandchildren and 11 great-grandchildren.
Services: Funeral Mass 10:30 a.m. Thursday at St. Matthew Church, 3000 Cottman Ave. Friends may call at 6:30 p.m. tomorrow and at 9 a.m. Thursday at the John F. Givnish Funeral Home, 10975 Academy Road. Interment will be private.
Donations may be made to the Hero Thrill Show, 11630 Caroline Road, Philadelphia 19154.