The restaurant is known for its distinctive appearance, featuring hundreds of bright neon lights and signs that illuminate the corner of 9th and Passyunk.[2] The establishment operates 24 hours a day, seven days a week, and serves an estimated 30,000 sandwiches per month.[3]
Under Geno Vento's leadership, the restaurant underwent a significant renovation in 2016, its first major update in 50 years.[4] 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, and Travel Channel programs.[5]
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.[6]
History
20th century
One of two outdoor eating areas at Geno's in March 2006Geno's in April 2008A "whiz wit" cheesesteak from Geno's in April 2009
Owner Joey Vento (December 18, 1939– August 23, 2011) started a small grill venue at 9th and Passyunk in 1966, starting a longtime rivalry that is ongoing with Pat's King of Steaks.[7]
Vento, a third generation Italian American, was born in Philadelphia to Eva and James Vento. He dropped out of school in the 9th grade to assist his father in running a restaurant.[8] Vento came from a family of sandwich makers; his grandfather operated a sandwich shop in the Italian Market in the 1920s.[9] Before opening Geno's, Vento worked various jobs including dishwasher and meat truck driver, saving $2,000 to open his own steakshop at age 23.[10]
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, born in 1971.[11][12]
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 at his home in Shamong Township, New Jersey, at the age of 71.[8][13] Ownership of Geno's Steak was passed to his son Geno, whom he named after the restaurant.[14]
On September 20, 2015, Geno's Steaks opened a location at Stateside Live!.[17]
Description
Geno's menu is very similar to that of Pat's. Geno's does not chop the meat while Pat's does.[18] Geno's claims to have sold up to 4,500 sandwiches daily.[18]
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.
Geno's serves cheesesteak without chopping the steak[19] and Vento believed provolone is the preferred cheese to be added.[20]
English sign controversy
The 2006 sign on Geno's front window that provoked controversy
In June 2006, a sign on Geno's window gained press notoriety during a national controversy over immigration.[21] The sign reads: "This Is AMERICA: WHEN ORDERING Please "SPEAK ENGLISH"."[22] 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."[23] Vento had previously said the signs are directed at the Mexican immigrants in the surrounding neighborhood.[24]
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."[23] Locals of eastern Asian and Latin American descent have spoke of times where they have been refused service for ordering with an accent.[25][26]
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.[27]
Vento enlisted the aid of the Southeastern Legal Foundation, a public-interest legal organization.[27] 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.[28]
Responding in an interview with Fox News 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, it may say press 1 for English, press 2 for Spanish; but where is the number for, say, Italian or Korean?"[29]
On March 19, 2008, Philadelphia's Commission on Human Relations ruled that the restaurant did not violate the city's Fair Practices Ordinance.[30]
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