MSNBC News Services
Updated: 7:45 a.m. CT June 12, 2006
PHILADELPHIA - City officials are expected to file a complaint Monday against an English-only ordering policy at Geno’s Steaks, one of Philadelphia’s best-known cheesesteak joints that has entered the national immigration debate.
Situated in a South Philadelphia immigrant neighborhood, Geno’s has posted small signs telling customers, “This Is AMERICA: WHEN ORDERING ‘SPEAK ENGLISH.’”
“We’re alleging that the sign itself is enough of an unwelcoming message that it may violate the Fair Practices Act,” Rachel Lawton, acting executive director of the Philadelphia Commission on Human Relations, told the Philadelphia Inquirer.
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Owner Joseph Vento, 66, whose grandparents struggled to learn English after immigrating from Sicily in the 1920s, said he posted the sign about six months ago amid concerns over immigration reform and the increasing number of customers who could not order in English when they wanted Philly’s gooey, greasy specialty — fried steak, sliced or chopped, in a long roll, with cheese and fried onions.
“They don’t know how lucky they are. All we’re asking them to do is learn the English language,” said Vento. “We’re out to help these people, but they’ve got to help themselves, too.”
Diverse community
The traditionally Italian community near Geno’s has become more diverse over the decades. Immigrants from Asia and Latin America have moved in, joining longtime residents and young professionals seeking reasonably priced rowhouses. In the past 10 years, an estimated 15,000 to 20,000 Mexican immigrants — many of them here illegally, community leaders say — have settled in South Philly.
Vento said his staff is glad to help non-native speakers order in English and has never turned someone away because of a language barrier.
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The Inquirer also quoted Mary Catherine Roper, a spokeswoman for the American Civil Liberties Union, who said Geno’s “has a right to express its opinion, however offensive. ... But there are specific limitations on places of public accommodation, because they are supposed to be available to everyone.”
A city councilman quoted in the paper said the signs were “divisive and mean-spirited.”
Cheesesteaks and ‘freedom fries’
When a non-English speaking customer showed up at the window a short time later, a clerk patiently coached him through the process. Eventually, both said “cheesesteak.”
Vento, a short, fiery man with a ninth-grade education, arms covered in tattoos and a large diamond ring in his ear, also sells “freedom fries” to protest France’s opposition to the Iraq war. He rails against Mumia Abu-Jamal, the black man who was convicted of killing police Officer Daniel Faulkner in 1981 and has become a cause celebre among some death penalty opponents. Memorials to Faulkner are posted at his shop.
Vento said he has gotten plenty of criticism and threats. One person told him they hoped one his many neon signs flames out and burns the place down, he said. But he said he plans to hold his ground.
Competitors are seizing on the controversy.
Tony Luke’s issued a statement saying it welcomes all customers “whether or not they speak a ‘wit’ of English.”
And a manager at Pat’s, Kathy Smith, said of Geno’s English-only policy: “That’s the most ridiculous thing I’ve ever heard in my life. I’d rather listen to the Spanish than the foul language of the college students.”
Owner says "English only" and under fire
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