Located at 9th Street and Passyunk Avenue in South Philly, Geno’s Steaks is a landmark of Philadelphia, an icon of the best Philly cheesesteaks.
“We run 24/7and sell about three quarter million cheesesteaks every year,” said Joey Vento, founder and owner of Geno’s Steaks. At the age of 70, he is just as actively involved in every aspect of the business as was 43 years ago when he first opened the restaurant.
“I love what I do. You gotta love what you do to be successful,” said Vento, the second generation of an Italian immigrant family.
Geno’s is Vento’s business, his baby, and his dream—so much so that he named his son, Geno, born in 1971, after the restaurant.
“My father is a perfectionist,” said Geno, who also works at the restaurant. “There is no democracy here. His way is the only way—he does the best and dictates the best.”
Vento is a strict but fair boss to his employees. At the main entrance to the kitchen, a sign reads: “If you come with an attitude, drop it here before going to work. You can pick it up and take it with you when you leave the work.”
He expects his employees to give their very best to the customers. “No matter what you do, if the customer comes, drop it and go serve the customer. I don’t care if you are cleaning the crystal, drop it.”
Of the 20 staff at Geno’s, the “newest” has been there 10 years while veteran Jim Reds has worked there for 30 years. “They are like family,” said Vento.
Geno said anything can happen at his dad’s restaurant.
“You never know what to expect every day when you go to work—it could be a TV crew, a celebrity from near or far, a fundraising event, a unique customer experience, you name it”
The everyday surprises at Geno’s are captured in hundreds of photo collages posted on the walls and interior of the restaurant. They include pictures of show talents and celebrity patrons such as Sarah Palin, Governor Edward Rendel, and Senator Arlen Specter.
“I am just a self-taught man and I have my own opinion. If my opinion is political, so be it. I have the right to make a political statement”
Ventos’s frankness made national headlines when a sign outside the restaurant—“This is America. When ordering, please speak English”—brought a lawsuit against him for discriminating against non-English speakers.
He didn’t think the sign has anything to do with discrimination. “If they don’t speak English, my employees can’t understand them and they can’t get what they want.”
Vento refused to take down the sign and won the case. Later, when appearing on a CNN news program with Lou Dobbs, Dobbs congratulated him for his victory in a “battle for common sense.”
“You have too much common sense, too much guts” said Dobbs.
Nobody, however, has been refused service at Geno’s because of a language problem, said Vento. They all get a cheese whiz, which may or may not be what they want.
Vento is a big supporter of the local community and people in his neighborhood. Geno’s sponsored several fundraising events in support of the family of murdered police officer Daniel Faulkner, whose picture is displayed in front of the restaurant.
Michelle Yu, Community Outreach Director of Greater Philadelphia Asian Culture Center said Vento generously supported her organization’s efforts to host Shen Yun in Philadelphia.
Geno’s donated hundreds of Philly cheesesteaks to the performers of Shen Yun, a world-class production of classical Chinese music and dance that tours the world.
“Many of [Mr. Vento’s] philosophies are quite similar to traditional Chinese culture. For example, working hard, being loyal to the country, being truthful to self and to others, standing up for what you believe, giving back to the community, and having compassion for others,” said Yu.
Vento said he receives many emails from people around the country and the world—people from a variety cultures and backgrounds.
“People heard about my story and wrote me. When you got such a long list of supporters and just a small number of opponents—I feel encouraged.”
He said he occasionally receives the odd death threat but he has nothing to fear. “I sleep like a baby.”
Vento has nothing but praise for his wife Eileen, to whom he has been married for 46 years. “She lets me do what I want to do and supports me all the way. She is the woman behind the man.”
