He Went from Headlines to Cheesesteaks – Inside Skinny Joey Merlino’s Cheesesteak Empire

Once the subject of news flashes and whispered rumors, Joey Merlino is now the name stamped on thousands of cheesesteak wrappers being devoured across South Philadelphia. Known for his flashy style, bold personality, and ties to a storied past, Merlino has turned the page — and he’s done it with ribeye, onions, and a roll of bread.

 

 

Welcome to the world of Skinny Joey’s Cheesesteaks, where South Philly tradition meets modern hustle. In a city where cheesesteaks are practically religion, Joey Merlino has managed to do the unthinkable — launch a brand-new spot that instantly became the place to eat.

But this isn’t just a restaurant. It’s a statement. A comeback. A cultural movement wrapped in butcher paper.

The Rise of Skinny Joey’s Cheesesteaks

On March 29, 2025, the doors opened at 3020 South Broad Street, just steps from the city’s sports stadiums — and South Philly hasn’t been the same since. The launch was nothing short of explosive: over 2,200 custom Aversa rolls were used that first day, and the shop had to close early because they ran out of ingredients.

Lines snaked around the block. Fans showed up from as far as Virginia, New York, and Miami, just to get a taste of what Joey was cooking. There were no celebrity endorsements, no ad campaigns — just an organic buzz fueled by reputation, curiosity, and street-level loyalty.

For a guy whose name once dominated courtrooms and news cycles, this was a different kind of headline.

“I went from people talking about me in the paper… to people talking about my sandwiches. I’ll take that trade any day,” Merlino told a fan outside the shop.

From Podcast to Philly Plates

The seeds of the business were planted with “The Skinny with Joey Merlino”, a podcast launched in 2023 with co-host and content creator Joe “Lil Snuff” Perri. The show quickly gained traction, becoming a blend of storytelling, life lessons, Philly pride, and raw unfiltered takes.

But something more started to brew: a brand. A lifestyle. A movement.

The podcast’s loyal following — a mix of true crime fans, Philly natives, and blue-collar dreamers — became the foundation for what would soon be a fully-fledged entrepreneurial leap. And when they teased the idea of a cheesesteak joint on the podcast, the response was overwhelming.

“Everyone kept asking, ‘When can we eat?’” said Lil Snuff. “So we gave them something real.”

And real it is.

What Makes Skinny Joey’s Different?

Let’s break it down:

• The Bread: Custom loaves baked fresh by Aversa’s Bakery, a legendary name in Philadelphia. These rolls are made exclusively for Skinny Joey’s — and they sold out on Day 1. Soft inside, a perfect chew, and slightly crusty exterior? Philly certified.
• The Meat: Thin-sliced ribeye steak, grilled on a flattop to order. Juicy, flavorful, and never frozen.
• The Cheese: Your choice — Whiz, American, or Provolone. All melted to perfection.
• The Attitude: Old-school Philly. No online orders, no DoorDash, no shortcuts. You want a sandwich? You come to South Broad Street and wait your turn.

Even the menu is intentionally simple. No chicken fingers. No crazy toppings. Just steak, cheese, onions, peppers — and attitude.

“We’re not here to reinvent the wheel,” says Joey. “We’re just making the best damn version of it.”

The South Philly Effect

In Philadelphia, cheesesteaks are more than food — they’re identity. Places like Geno’s, Pat’s, and Jim’s have long been the standard-bearers. But Skinny Joey’s came in with a different type of buzz: community energy.

It’s not a tourist trap. It’s not commercialized. It feels raw, real, and unapologetically Philly. That authenticity resonates — especially with locals who feel forgotten by overpriced, overhyped options.

Local Pride, National Plans

Joey and Lil Snuff aren’t stopping with just one store. Franchise plans are already in motion, with locations being scouted in cities like:

• Naples, Florida
• Buffalo, New York
• Las Vegas
• South Jersey
• Miami

Each franchise will stick to the core formula: Aversa rolls, Merlino’s flavor, and South Philly attitude. No watering down the brand for mass appeal. Joey calls it “scaling the streets.”

“We’re gonna take this thing nationwide,” says Snuff. “But it’s still gonna feel like South Philly wherever you bite into it.”

 

Building the Skinny Brand

 

For someone with a name that once drew FBI attention, Joey is embracing the spotlight in a new way — as a legit businessman. And while the stories of his past still swirl, he’s focused on what’s ahead.

From launching a successful podcast to selling out cheesesteaks daily and plotting national franchise locations, Merlino has gone full entrepreneur.

And the most impressive part? It’s all been built organically. No big investors. No paid ads. Just real people, real buzz, and real flavor.

“Nobody gave us a handout,” Joey said in a recent podcast episode. “We built this from the pavement up.”

A Family Vibe with Street Smarts

Step into Skinny Joey’s and it’s not some corporate kitchen — it’s family. Lil Snuff is often outside with fans giving out free chicken wings to customers in line waiting.

It’s loud, it’s fun, it’s real.

And even with the long lines, the energy feels more like a block party than a business.

The Legacy Ahead

The Skinny brand isn’t just about food. It’s about resilience. Reinvention. Philly pride.

Whether you’re there for a cheesesteak, a handshake, or a piece of history, one thing is clear: Skinny Joey’s Cheesesteaks is here to stay.

With plans for new stores, podcast crossovers, celebrity partnerships, and even potential reality TV coverage — Joey Merlino’s empire is just getting started.

In the world of Philly cheesesteaks, there’s a new heavyweight in town. And his name is Skinny.

Want to experience the buzz for yourself?

Visit Skinny Joey’s Cheesesteaks at 3020 S Broad St, Philadelphia, PA

Stay connected:

Instagram: @skinnyjoeys_cheesesteaks