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Famous Philly Cheesesteak Spot Demanding That Customers Order in English

Geno's Steaks, one of Philadelphia's best-known cheesesteak emporiums, is drawing controversy for its policy that customers must order in English. Joseph Vento, the 66-year-old owner of the South Philly landmark, posted signs about six months ago saying, "This is AMERICA: WHEN ORDERING 'SPEAK ENGLISH.'" He said he did it amid concerns over immigration reform and the increasing number of customers who couldn't speak English.

Vento told AP, "They don't know how lucky they are. All we're asking them to do is learn the English language. We're out to help these people, but they've got to help themselves too." However, he said his staff is glad to help non-native speakers order in English, and has never turned someone away for not being able to speak the language. Vento, himself the son of Sicilian immigrants, said he's gotten lots of criticism and even threats, but plans to stand his ground. A Hispanic neighborhood association called Juntos told AP they plan to send people to Geno's to try to order in Spanish and may pursue court action depending on what happens.

Some of those involved in Philadelphia tourism are wary of Geno's policy. Meryl Levitz, president and chief executive of the Greater Philadelphia Tourism Marketing Corp., told AP, "I certainly wouldn't want a national audience to think it represented all of the wonderful cheesesteak makers in the whole city. This isn't representative of the Philadelphia attitude."