You Won’t Believe Who’s Behind Philly’s Hottest New Cheesesteak Spot

You Won’t Believe Who’s Behind Philly’s Hottest New Cheesesteak Spot

Philadelphia has always been a city of icons: Rocky, the Liberty Bell, and of course — the legendary Philly cheesesteak. For decades, names like Geno’ & Pat’s, and Jim’s have dominated the cheesesteak conversation. But in 2025, a new name is cooking up more buzz than all three combined.


Skinny Joey’s Cheesesteaks has exploded onto the scene — and the man behind the grill might surprise you.


Because the face of Philly’s hottest new cheesesteak spot?

It’s Joey Merlino.


Yes, that Joey Merlino. Once known for making headlines in an entirely different world, Merlino has flipped the narrative — literally — one ribeye at a time.


Now, he’s not just Philly-famous — he’s Philly-fed.



The Grand Opening Heard Around South Philly



On March 29, 2025, the grand opening of Skinny Joey’s Cheesesteaks shut down the block at 3020 South Broad Street. People flew in from other states just to be part of the chaos. The crowd? Insane. The energy? Electric. The sandwiches? Gone by 3 PM.


Over 2,200 Aversa rolls were toasted, stuffed, and devoured. And just like that, a South Philly staple was born.


No paid press. No PR team. Just a loyal following and a name that echoes through every corner of the city.


“We didn’t even need to advertise,” says Joe “Lil Snuff” Perri, Merlino’s co-host and business partner. “The streets did the talking.”



The Man Behind the Sandwich



So who really is Joey Merlino today?


Forget what you’ve heard or read in the past. Joey’s no longer a tabloid target. He’s a full-time entrepreneur, a podcast host, and now, the creator of one of the most in-demand cheesesteaks in Philly.


His transition into business wasn’t overnight. In fact, it started with “The Skinny with Joey Merlino”, a podcast that launched in 2023. The show took off fast, fueled by Joey’s storytelling, unfiltered takes, and South Philly swagger. The audience? Massive. Loyal. Engaged.


What Makes Skinny Joey’s So Special?



Philadelphia is filled with cheesesteaks. So why is this the one everyone’s talking about?


1. The Bread is Next Level

Skinny Joey’s partnered with Aversa’s Bakery, a South Philly institution, to create a custom roll that can’t be found anywhere else. These aren’t your average sandwich rolls — they’re soft, slightly crusty, and the perfect vessel for the juicy ribeye.

“The bread alone is worth the trip,” said one local food blogger. “This isn’t tourist food — this is Philly food.”



2. The Steak is Always Fresh

 

No frozen beef here. It’s fresh-cut ribeye, thin-sliced and grilled right in front of you. Add grilled onions, peppers, and your choice of Whiz, American, or Provolone, and you’ve got a sandwich that delivers knockout flavor in every bite.



3. The Attitude is Authentic

No call-in orders. No online ordering. No Uber Eats. No nonsense.

If you want a Skinny Joey’s cheesesteak, you gotta show up and wait your turn. And trust us — it’s worth the wait.

“We’re not chasing convenience,” Joey told a customer in line. “We’re chasing quality.”


Not Just a Sandwich — A Statement

This isn’t about jumping into the food game for a quick buck. For Joey, this is about building something real.

 


It’s about putting South Philly pride back on the map. It’s about showing the world that you can come back, build something legit, and still stay true to your roots.


“People think they know Joey Merlino,” said Lil Snuff. “But they don’t know the Joey who’s behind the grill, making sure every sandwich is perfect. That’s who we’re showing the world now.”



Philly’s New Favorite Spot

 

Even lifelong fans of Pat’s and Geno’s are starting to admit it — there’s a new contender in town. Skinny Joey’s is bringing flavor, culture, and energy back to the cheesesteak game.


And it’s not just locals lining up. Instagram influencers, YouTubers, and foodie TikTokers have been flooding the shop, trying to capture the buzz. The store’s IG — @skinnyjoeys_cheesesteaks — is filled with videos of reactions, celebrity drop-ins, and exclusive merch drops.



“I Came From New York Just to Try This”



One visitor said it best after taking his first bite:


“I’ve been eating cheesesteaks for 20 years. This one? This one hits different.”


What’s Next? A Nationwide Expansion


If you think Skinny Joey’s is stopping at one location — think again.

Franchise plans are already underway, with serious interest from business partners across:


  • Florida

  • New Jersey

  • Buffalo

  • Las Vegas

  • Atlanta

  • Los Angeles



And the team has made one thing clear: every franchise will stick to the same formula — custom Aversa rolls, grilled-to-order steak, and the unmistakable South Philly energy that made the original shop a sensation.


They’re not trying to go mainstream — they’re trying to make South Philly go national.



More Than Food: It’s a Brand



Behind the scenes, the Skinny Joey team is building an empire. Along with the sandwiches, they’re pushing exclusive merch (Snapbacks, hoodies, tees)


And with Joey Merlino and Lil Snuff running the playbook, the moves keep coming.


From collaborations with Philly artists to giveaways for loyal customers, the vibe is tight-knit, street-level, and real.



Respect. Loyalty. Cheesesteaks.



There’s something different about Skinny Joey’s. You can feel it the second you get in line. It’s not just about what’s on the roll — it’s about the culture surrounding it.


There’s pride. There’s passion. There’s a story behind every sandwich.


And in a world where food can feel corporate and watered down, Skinny Joey’s Cheesesteaks is bringing back the soul.


Final Word: Don’t Sleep on This Spot


So if you’re in Philadelphia and wondering where the real action is — skip the tourist traps. Head to 3020 South Broad Street. Bring an appetite. Bring patience. And bring a camera — because this is more than lunch, it’s a movement.


And the man leading it? You won’t believe it until you see it.

 


Visit Skinny Joey’s Cheesesteaks

3020 S Broad St, Philadelphia, PA

Instagram: @skinnyjoeys_cheesesteaks

Shop & info: www.theskinnyjoeyscheesesteaks.com

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