Geno's Steaks and the Pat's–Geno's cheesesteak rivalry

Geno's Steaks, founded by Joey Vento in 1966, is a South Philadelphia cheesesteak landmark located across from Pat's King of Steaks, and the two establishments are central to the city's long-running cheesesteak rivalry. The neon-lit storefront and open-service counter helped make Geno's a popular tourist destination and a focal point of local culinary lore. In the 2000s the shop drew broader attention after its owner posted a controversial English-only ordering sign, a dispute reported widely in local and national media.