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 the city of Philadelphia. After Joey Vento's death in 2011, restaurant ownership was passed to his son Geno Vento. History Owner Joey Vento started a small grill venue at 9th and Passyunk in 1966 and over time his business gained praise from locals. Joey had a son in 1971 and named him Geno, who from 17 on, worked in his father's business. 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, who now is in charge of the family business. 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. Geno's Steaks has branch locations at Terminal B of Philadelphia International Airport and at Rivers Casino Philadelphia. On September 20, 2015, Geno's Steaks opened a location at Xfinity Live! Philadelphia. Description Geno's menu is very similar to that of Pat's. Geno's does not chop the meat while Pat's does. Geno's claims to have sold up to 4,500 sandwiches daily. 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. English sign controversy A sign on Geno's window gained press notoriety in 2006, during the immigration controversy. The sign reads: "This Is AMERICA: WHEN ORDERING Please "SPEAK ENGLISH"." 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