Geno's Steaks
| Company type | Private |
|---|---|
| Industry | Restaurant |
| Founded | 1966 |
| Founder | Joey Vento |
| Headquarters | Philadelphia , United States |
Area served | Philadelphia metropolitan area |
Key people | Geno Vento (CEO) |
| Products | Cheesesteaks, sandwiches |
| Website | www |
Geno's Steaks is a renowned Philadelphia eatery specializing in cheesesteaks, established in 1966 by its original proprietor, Joey Vento. Situated at the intersection of 9th Street and Passyunk Avenue in South Philadelphia, it faces its longtime competitor Pat's King of Steaks, which is recognized for creating the cheesesteak in 1933. The cheesesteak continues to serve as a hallmark offering within the Philadelphia culinary scene.
After Joey Vento passed away in 2011, ownership was handed down to his son, Geno Vento, who currently serves as CEO. Under Geno's direction, the establishment underwent a significant refurbishment in 2016—the first major update in five decades—including modernization of ordering windows, enlargement of outdoor dining space, and interior enhancements while retaining its classic exterior appearance. This refurbishment underscores the company’s commitment to expansion and sustaining its market position.
Known for its iconic neon signage, Geno's operates around the clock and produces approximately 30,000 sandwiches each month. The restaurant has earned national attention through features on prominent television networks such as the Food Network and Travel Channel, boosting its brand recognition and industry standing.
Geno's employs a distinctive ordering system where patrons must promptly specify their choice of cheese and whether they want onions, a practice that streamlines operations and enhances customer service.
20th century
In 1966, Joey Vento opened a modest grill at the corner of 9th and Passyunk, gradually building a strong local following. His son Geno, born in 1971, joined the family enterprise at age 17.
The name 'Geno's' was selected after discovering that 'Joe's Steak Place' was already in use; inspiration came from a damaged door marked "GINO," which was later modified to prevent confusion with the regional chain Gino's Hamburgers. Currently, Geno Vento manages the family-run business.
21st century
In 2000, Geno's received recognition as Best Takeout by Philadelphia Magazine. An additional location was launched in April 2004 at Citizens Bank Park, home stadium of the Philadelphia Phillies; however, this branch closed in 2006 and was succeeded by Rick's Steaks, operated by Rick Olivieri, grandson of Pat Olivieri—the founder of Pat's King of Steaks.
Joey Vento died from a heart attack on August 23, 2011.
Geno's broadened its presence globally with outlets at Terminal B of Philadelphia International Airport and at Rivers Casino Philadelphia. On September 20, 2015, a new venue opened at Xfinity Live! Philadelphia.
Description
Geno's menu is largely similar to that of rival Pat's King of Steaks, with the main distinction being that Geno's does not chop its meat. The establishment is capable of serving as many as 4,500 sandwiches each day.
The interior is adorned with an extensive collection of memorabilia and numerous autographed photographs of celebrities, which serve to strengthen its brand image and market presence.
English sign controversy
In June 2006, a window sign at Geno's attracted nationwide scrutiny amid heated immigration discussions. The message stated: "This Is AMERICA: WHEN ORDERING Please "SPEAK ENGLISH"." The Philadelphia Commission on Human Relations lodged a discrimination complaint, arguing that the sign breached the city's Fair Practices Ordinance by potentially refusing service based on national origin and creating an unwelcoming environment for certain groups. Owner Joey Vento explained that the signage was aimed at Mexican immigrants in the area and insisted that no customer was denied service for not speaking English, although unclear communication could affect the accuracy of the sandwich order.
The Commission determined there was probable cause to believe the sign was discriminatory because it might alienate individuals who do not speak English. Vento retained the Southeastern Legal Foundation, known for defending similar cases. During an interview with Fox News, he asserted he did not engage in discrimination and pledged to keep the sign, referencing his immigrant parents’ efforts to learn English. He also questioned why English-only signs are common in other ethnic neighborhoods and pointed out the lack of multilingual options in services such as telephone menus.
On March 19, 2008, Philadelphia’s Commission on Human Relations concluded that Geno’s had not violated the Fair Practices Ordinance. Prior to the 2016 Democratic National Convention, the contentious sign was discreetly taken down to avoid causing offense.
See also
External links
- Official website of Geno's Steaks
- Whitford, David. "DRINKS WITH: FRANK OLIVIERI AND JOE VENTO Sandwich Superheroes" (Archive). Fortune. May 29, 2003.