Geno's Steaks is a
Philadelphia
Philadelphia ( ), colloquially referred to as Philly, is the List of municipalities in Pennsylvania, most populous city in the U.S. state of Pennsylvania and the List of United States cities by population, sixth-most populous city in the Unit ...
restaurant specializing in
cheesesteaks, founded in 1966 by
Joey Vento. Geno's is located in
South Philadelphia at the
intersection of 9th Street and Passyunk Avenue, directly across the street from rival
Pat's King of Steaks, which is generally credited with having invented the cheesesteak in 1933.
The cheesesteak has since become a signature dish for
Philadelphia
Philadelphia ( ), colloquially referred to as Philly, is the List of municipalities in Pennsylvania, most populous city in the U.S. state of Pennsylvania and the List of United States cities by population, sixth-most populous city in the Unit ...
.
After Joey Vento's death in 2011, restaurant ownership was passed to his son Geno Vento.
The restaurant is known for its distinctive appearance, featuring hundreds of bright neon lights and signs that illuminate the corner of 9th and Passyunk. The establishment operates 24 hours a day, seven days a week, and serves an estimated 30,000 sandwiches per month.
Under Geno Vento's leadership, the restaurant underwent a significant renovation in 2016, its first major update in 50 years. The renovation included expanded outdoor seating, updated ordering windows, and new interior designs while maintaining the iconic exterior appearance. The restaurant has been featured in numerous television shows, including appearances on
The Tonight Show,
Food Network
Food Network is an American basic cable channel owned by Television Food Network, G.P., a unit of Warner Bros. Discovery, who manages and operates it as a division of the Warner Bros. Discovery U.S. Networks Group. The channel airs both televi ...
, and
Travel Channel
Travel Channel (stylized as Trvl Channel since 2018) is an American pay television television channel, channel owned by Warner Bros. Discovery, who previously owned the channel from 1997 to 2007. The channel is headquartered in Manhattan, with ...
programs.
Like its rival Pat's, Geno's is known for its specific ordering procedure, where customers are expected to order quickly and with precise terminology: specifying the type of cheese (including "wit" or "witout" onions) and following a particular sequence.
History
20th century
Owner Joey Vento started a small grill venue at 9th and Passyunk in 1966 and over time his business gained praise from locals. Joey had a son in 1971 and named him Geno, who from 17 on, worked in his father's business.
According to Vento, the name 'Geno's' was chosen because 'Joe's Steak Place' was already in business. He improvised the name from a broken door on which someone had painted 'GINO' and modified the spelling to prevent confusion with a regional fast food chain called
Gino's. Vento later named his own son Geno, who now is in charge of the family business.
21st century
Geno's was awarded Best of Philly for Best Takeout by ''
Philadelphia Magazine'' in 2000. In April 2004, a branch of the shop opened in
Citizens Bank Park, the home of the
Philadelphia Phillies. This location was closed in 2006 and replaced with Rick's Steaks (operated by Rick Olivieri, grandson of
Pat Olivieri, founder of Pat's King of Steaks).
On August 23, 2011, 71-year-old owner and founder Joey Vento died of a
heart attack
A myocardial infarction (MI), commonly known as a heart attack, occurs when Ischemia, blood flow decreases or stops in one of the coronary arteries of the heart, causing infarction (tissue death) to the heart muscle. The most common symptom ...
.
Geno's Steaks has branch locations at Terminal B of
Philadelphia International Airport and at
Rivers Casino Philadelphia.
On September 20, 2015, Geno's Steaks opened a location at
Xfinity Live! Philadelphia.
Description
Geno's menu is very similar to that of
Pat's. Geno's does not chop the meat while Pat's does.
Geno's claims to have sold up to 4,500 sandwiches daily.
The walls, roof, and interior of Geno's are decorated with memorabilia and hundreds of autographed and framed photos of celebrities who have eaten there.
English sign controversy
In June 2006, a sign on Geno's window gained press notoriety during a national controversy over immigration. The sign reads: "This Is AMERICA: WHEN ORDERING ''Please'' "SPEAK ENGLISH"." The Philadelphia Commission on Human Relations filed a discrimination complaint, arguing that Geno's violated the city's Fair Practices Ordinance, which prohibits discrimination in public accommodation, by "denying service to someone because of his or her national origin, and having printed material making certain groups of people feel their patronage is unwelcome."
[DeHuff, Jenny, The Bulletin, 26 September 2007]
"Hearing Postponed For Controversial Geno's Sign"
. Accessed 28 November 2007. Vento had previously said the signs are directed at the Mexican immigrants in the surrounding neighborhood.
Vento said that no one has been refused service for not speaking English, but said, "If I can't understand you, you might not get the sandwich you thought you ordered."
The Philadelphia Commission on Human Relations found probable cause that the sign is discriminatory. The commission says the sign could make non-English speakers feel unwelcome or discriminated against.
[Maykuth, Andrew, ]Philadelphia Inquirer
''The Philadelphia Inquirer'', often referred to simply as ''The Inquirer'', is a daily newspaper headquartered in Philadelphia, Pennsylvania. Founded on June 1, 1829, ''The Philadelphia Inquirer'' is the third-longest continuously operating da ...
, 9 February 2007 "Stakes get higher for Geno's".
Vento enlisted the aid of the Southeastern Legal Foundation, a public-interest legal organization.
In 2006, the Foundation had defended a bar owner cited by the Ohio Civil Rights Commission for a sign reading "For Service, Speak English." That case was settled when the owner removed the sign.
Responding in an interview with
Fox News
The Fox News Channel (FNC), commonly known as Fox News, is an American Multinational corporation, multinational Conservatism in the United States, conservative List of news television channels, news and political commentary Television stati ...
analyst
Neil Cavuto, Vento stated that he does not turn away any customer, and therefore does not discriminate. He also vowed to keep his sign displayed no matter how much pressure he receives. He explained to Cavuto that his parents had to learn English when they came to the U.S. He said that if his customers order in any other language, he will give them
Cheez Whiz on bread. Vento posed some rhetorical questions: "If one goes into a Puerto Rican neighborhood, how many signs would be seen in English?" and "When one is on the
telephone
A telephone, colloquially referred to as a phone, is a telecommunications device that enables two or more users to conduct a conversation when they are too far apart to be easily heard directly. A telephone converts sound, typically and most ...
, it may say press 1 for English, press 2 for Spanish; but where is the number for, say, Italian or Korean?"
On March 19, 2008, Philadelphia's Commission on Human Relations ruled that the restaurant did not violate the city's Fair Practices Ordinance.
The sign was quietly removed at some point before the
2016 Democratic National Convention to avoid offense.
See also
*
Italian Market (Philadelphia)
*
History of the Italian Americans in Philadelphia
References
External links
Geno's steaks website*Whitford, David.
(
ttp://web.archive.org/web/20040504032428/http://www.fortune.com/fortune/print/0,15935,455236,00.html Archive. ''
Fortune''. Thursday, May 29, 2003.
{{Portal bar, Philadelphia, Pennsylvania, Food
Restaurants established in 1966
Submarine sandwich restaurants
Restaurants in Philadelphia
1966 establishments in Pennsylvania
Passyunk Square, Philadelphia
American companies established in 1966