Cheesesteak impresario Joey Vento is more than ready for his close-up.
The brash owner of Geno's Steaks has sparked new controversy after two weeks of nearly nonstop national attention for signs posted near his take-out window that declare: "This is AMERICA. WHEN ORDERING, 'SPEAK ENGLISH.' "....
A city agency charged with investigating discrimination plans to file a complaint Monday that questions the legality of the signs, which Vento has said are directed at the Mexican immigrants in Geno's South Philadelphia neighborhood.
Mary Catherine Roper, a spokeswoman for the American Civil Liberties Union, said the signs straddle a line between free speech and discrimination.
Geno's "has a right to express its opinion, however offensive," she said. "But there are specific limitations on places of public accommodation, because they are supposed to be available to everyone."
Councilman Jim Kenney called the signs a "divisive and mean-spirited" blow to the city's image and this week asked Vento to remove them. Scores of Inquirer readers have said they would boycott the shop for its "Speak English" directive, while many others said they would buy Vento's steaks in solidarity.
Vento told The Inquirer last month that he could not serve non-English speakers: "If you can't tell me what you want," he said, "I can't serve you."
He has since insisted to other media outlets that he has never refused a customer due to a language barrier. On Good Morning America, he said he coaches non-English-speakers on the nuances of Cheez Whiz and provolone. And he characterized the signs, posted six months ago when illegal immigration became a hot-button issue, as tough love meant to help newcomers assimilate.
"You're giving them a crutch" if you don't demand English, Vento told ABC.
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But the "Speak English" placards are not aimed at tourists, according to the Ventos.