Philly Cheesesteak Joint Owner Justifies English-Only Ordering Policy

December 15, 2007 9:45 a.m. EST

Philadelphia, PA (AHN) - Joe Vento, the owner of famous Philly cheesesteak joint, Geno's Steaks, may have wished he did not put up the sign that calls for an English-only ordering policy if he knew he would be sued for discrimination.

Because for his controversial sign, he was made to face a six-hour public hearing before the Philadelphia Commission on Human Relations on Friday where he tried to justify his move and insisted that his policy was not discriminatory.

The contentious sign reads: "This is AMERICA: WHEN ORDERING 'PLEASE SPEAK ENGLISH.'"

For this, a complaint was filed against Vento in 2006 for violating Brotherly city's Fair Practices Ordinance. The law prohibits discrimination in employment, public accommodation and housing on the basis of race, ethnicity or sexual orientation.

Vento, 67, was himself a product of immigrants. His grandparents arrived from Sicily, Italy, without speaking a word of English. He said he never meant to offend immigrants by posting the notice in October 2005.

"This country is a melting pot, but what makes it work is the English language...I'm not stupid. I would never put a sign out to hurt my business," he said.

He stressed during that proceedings that his move stemmed from debate on immigration reform and the fact that increasing number of people from the city could not even order in English.

Critics said Vento's antics is reminiscent of the Jim Crow era when "Whites Only" postings were prevalent.

There are approximately 20,000 Mexican immigrants in South Philly, and 4.5 percent of Philadelphians are Latino.

The human relations commission alleged that Vento's policy discourages and "intimates" certain customers from dining in his joint.

A ruling on the complaint is expected early next year.