Joey speaks his mind , says exactly what he means and is popular world wide as the owner of the famous "Geno's Steaks" in Philadelphia. A recent Supreme Court win and his popularity on New York radio has made him famous across the country. Geno's Steaks is a Philadelphia restaurant specializing in cheesesteaks, founded in 1966 by Joe Vento. Geno's is located in the South Philadelphia neighborhood at the intersection of 9th Street and Passyunk Avenue, directly across the street from rival Pat's King of Steaks, which claims to have invented the steak sandwich in 1933. The cheesesteak has become a signature dish for the city of Philadelphia.