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Geno Vento wasn’t always excited about being “Geno” from the legendary Geno’s Steaks in Philadelphia. While he grew up in his dad’s restaurant, where the employees were like a second family to him, he was sometimes teased as a child because of the role. But when Joey Vento, Geno’s father, passed away in 2011, he found himself not only leading a family legacy but also defining what that legacy would become.
This is the story of how Geno Vento used a culinary education, his personal creativity, and a deep respect for his father’s vision to honor the past, elevate the present, and make his own mark on the future of Geno’s Steaks.
A Dream Born on a South Philly Corner
Nowadays, we may think of the Philly cheesesteak as a staple of regional American cuisine, but in the 1960s, it was still a local item, served primarily by Pat’s Steaks which opened in the 1930s.
At age 17, Joey Vento was seeking a way to define himself and decided that he not only wanted to open his own steakhouse but he wanted to open it right across the street from the only existing cheesesteak restaurant in Philly. With little more than a dream and a $2,000 loan from his father-in-law, Joey set out to create the best steak sandwich in the city.
Seventeen-year-old Joey Vento started Geno’s Steaks with a personal loan from his father-in-law.
“He was just one of those guys,” Geno said of his late father, “If you said that he couldn’t do it, he would prove you wrong. He absolutely had to be the best of the best of everything.”
Joey opened the doors to Geno’s Steaks in 1966 with just three dollars in the register, but his determination to serve the best cheesesteak in Philly soon paid off.
As the restaurant gained popularity as a top spot for cheesesteaks, it naturally attracted athletes from Philadelphia sports teams—especially the Philadelphia Eagles—as well as other celebrities passing through the city for music tours, sports events, and political campaigns. Boyz II Men filmed their iconic Motownphilly music video in front of the steakhouse, and the business had regular features on the Food Network with Bobby Flay and appearances on every major national TV network.
Joey and Geno Vento have even hosted presidents, like Bill Clinton, at Geno’s Steaks. Geno says his father wanted all his customers to feel valued, no matter who they were.
Geno’s Journey: From the Spotlight to the Grill
Growing up, Geno was no stranger to the bustling energy of the steakhouse. He was by his father’s side for TV appearances, commercial shoots, and celebrity visits. “One of the most memorable experiences was working with the original Kermit the Frog,” Geno recalls, “he even had his own bodyguard!”
Another standout moment for the chef was filming a segment with Joan Rivers, who became one of his favorite friends. “She was such a vibrant personality, and getting to work with her before she passed away was an honor I’ll always treasure.”
Geno Vento has long done publicity work for Geno’s Steaks long before he took over management of the business from his father. Here he shares the joys of the cheesesteak with Hoda Kotb and Kathie Lee Gifford, hosts of NBC’s Today.
While Geno loved the excitement of the spotlight, he never saw himself as the future owner of Geno’s Steaks. His interests lay elsewhere—in entertainment, charity events, and making connections outside the family business. However, after high school, Geno was given what his father called “an optimal opportunity at Geno University” and he started working at the restaurant full-time.
Learning the Ropes
One of the defining features Geno shared about his dad was that he was a super hands-on, involved boss. “With dad, there was never a time clock. He would literally get up between two and three in the morning and be at work by 3:30 or 4:00 am. And dad would be on the grill, he would do payroll. He would cut the bread. He was known for steam cleaning the pavement every day at five or six o’clock, whenever he got his stuff done.”
Joey always made sure the workers knew that if he could do it, they could do it. And he never thought he was above doing a task because he was the owner. There was no task in the restaurant that Joey or Geno wouldn’t do.
Geno Vento at work at Geno’s Steaks with Vanna White of Wheel of Fortune fame.
Stepping Into the Family Business
“As a kid, I got teased often about being ‘Geno from Geno’s Steaks,’ but as I got older, it became something that opened doors to new opportunities I never thought of,” he reflects. “At first, it didn’t feel like my dream job, and I even tried other 9-to-5 paths,” Geno admits. “But no matter what, I kept finding myself drawn back to the steakhouse.”
Everything changed when his dad unexpectedly passed away. Literally, overnight, Geno became the owner/manager of a multi-million dollar business. Though he had been involved in many different aspects of the business and worked in different roles, his dad had always been the one who really held the bottom line.
“I’ll never forget that first day I walked in. Our slicers had an issue. The air vac system went down. And we have two 10-ton units. And the staff are all looking at me, and I just turn around like, ‘Dad?’ You know, because he (used to take) care of everything.”
Geno’s perspective and passion for the business continued to shift as he grew into his new role. “I had the chance to truly make it my own, put my spin on things, and take Geno’s to the next level. Seeing the impact of my ideas was when the excitement really started.”
Innovating Geno’s: Balancing Tradition and Modernization
In 2016, Geno undertook a major remodel of Geno’s Steaks. “It was my chance to bring Geno’s to the next level while still honoring everything my dad built,” he explains. “It wasn’t easy to update what my dad had created because his vision was so iconic, but I focused on enhancing it rather than changing it.”
The present-day façade of Geno’s Steaks, on the corner of 9th Street and Passyunk Avenue in South Philadelphia.
The remodel included technological updates, expanded menu offerings, and the launch of Geno’s Gear merchandise. “My dad was great at building relationships and awareness of his product, and I’ve worked to amplify those areas through TV segments, social media, movies, and press features. It’s helped us reach a wider audience and keep Geno’s relevant for new generations.”
But through it all, Geno has worked to ensure the business remains true to its core values. They have employees who have worked at the restaurant for more than 50 years. They are more like a family than a workplace, and keeping that sense of tradition throughout the process was a challenge that Geno found rewarding.
Taking Geno’s Steaks to New Heights with Culinary School
Along with keeping up with the business, Geno enjoys being a lifelong learner who thrives on exploring new opportunities. “I just love to learn,” he shares. “I’m addicted to the Food Network, and I’ve worked with amazing people like Bobby Flay, Giada, Rachael Ray, and Drew Barrymore, and a lot of them are formally trained.” They encouraged him to pursue formal training as well.
When Auguste Escoffier School of Culinary Arts launched its online program, it gave Geno the perfect chance to pursue formal training while staying in Philadelphia to run the business. However, he was skeptical at first about online culinary school. How could he learn to fabricate a chicken or perfect a sauce through a computer screen?
But his doubts quickly vanished once he got started. The feedback from instructors, ability to review lessons, and the challenges of pushing himself beyond his comfort zone transformed Geno from being a more than capable cook into a confident one.
“The teachers were fantastic,” Geno shares. “It’s amazing how much they would pick up or see the processes of what you did right and wrong. At first, I was like, ‘Oh, I made a mistake. I made a mistake.’ And by the end of the program, I’m so glad I made so many mistakes because it made me such a stronger, better, more confident chef.”*
*This information may not reflect every student’s experience. Results and outcomes may be based on several factors such as geographical region or previous experience.
Chef Instructor Leigh Copeland was one of Geno’s favorite instructors for her charismatic and hands-on approach. He appreciated that she made you feel like the only person in her class and was available outside of class to answer questions about tests or dishes. However, his positive experience in culinary school wasn’t only because of the instructors.
Geno connected with other students in his classes. There was a group of six students, who he called the “Misfits of Escoffier.” They would help each other with assignments, study together, and troubleshoot recipes and techniques.
*Information may not reflect every student’s experience. Results and outcomes may be based on several factors, such as geographical region or previous experience.
Putting His Culinary Education to Work
Probably the biggest personal transformation Geno described from his time at Escoffier was that he became more confident cooking on the fly creatively. “I just feel that Escoffier helped give me the building blocks to become more of a confident chef. When I walk into the kitchen, I don’t second guess.”*
*This information may not reflect every student’s experience. Results and outcomes may be based on several factors such as geographical region or previous experience.
One way Geno put his Escoffier education to work was by reinventing Geno’s roast pork sandwich. The recipe had been in place for 30 years, but he wasn’t a fan of it. So, using his newfound culinary education, Geno met with some friends and began tweaking the recipe. “The background from Escoffier, helped me understand the process of how to change different ingredients,” he explains, “put a little bit of this in, take a little bit of that way.” In the end, they came out with a more developed working recipe that he’s proud to have on his menu.
Geno likes to strike the balance of preserving tradition while also evolving with the trends. He continues to use his culinary education to experiment with the cheeses and seasonings used in the recipes at Geno’s.
But the impact of Geno’s culinary education doesn’t stop there. It also helped him build the confidence to work as a celebrity chef, raising money for charities through unique culinary experiences. Geno explains, “A couple of chefs get together, and we auction ourselves off at different events. We come in and actually cook a meal for you.”
These events often feature Geno’s signature dishes, such as cheesesteak dinners along with what the group of chefs call “Sunday dinners” such as pasta, meatballs, sausage, lasagna, and even tiramisu. These experiences are about more than just food. “We share stories, and people ask questions like, ‘What’s it like being Geno?’ or ‘What was it like being on Today?’”
One recent charity Geno supported was the Sound Mind Network, which uses creative arts to raise awareness and funding for mental health initiatives. “We raise a good amount of money for different charities,” Geno shares, highlighting how his Escoffier education has empowered him to give back through his culinary talents.
Continuing to Honor the Past While Embracing the Future
For Geno, culinary school wasn’t just about honing his skills—it was about honoring his father’s legacy while also making his own mark on the business. Joey Vento was known for being hands-on, for doing whatever needed to be done, whether that meant cleaning the sidewalk or cooking on the grill. Geno has carried that same spirit forward, not just by maintaining the standards his father set but by striving to elevate them.
Geno Vento with husband Andre Gaspar, serving Philly cheesesteak sandwiches.
Today, Geno’s favorite part of the business is connecting with customers. “I love hearing their stories about coming to Geno’s as kids and now bringing their own families to continue the tradition,” he says. “It’s amazing to see how much a place like this can mean to people.”
As for the future, Geno is committed to preserving the core values that have made Geno’s a Philadelphia landmark while continuing to evolve. “I want to ensure Geno’s resonates with new audiences while maintaining the authenticity and standards that have made us what we are today,” he says. “Above all, our incredible staff—some of whom have been with us for over 50 years—are the heart of this business. Keeping that sense of tradition while modernizing has been one of the most rewarding challenges.”
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