Geno's Steaks

Geno's Steaks is a Philadelphia 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. 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, and Travel Channel 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.