Editing Genos Steaks (section)

=== Growth and Recognition ===

Under Joey's leadership, Geno's became famous not just for its cheesesteaks but for its distinctive appearance. Joey invested heavily in neon signage, eventually covering the exterior with orange neon lights that made the shop visible from blocks away. The neon became as iconic as the cheesesteaks themselves.

Joey Vento was known for his larger-than-life personality and his willingness to engage in the media spotlight. He appeared on numerous television programs and cultivated Geno's reputation as a must-visit Philadelphia destination.