PHILADELPHIA, Aug. 24 (UPI) -- Joey Vento, who became nationally famous for telling customers of his Philadelphia steak shop to order in English, died suddenly.
Vento, 71, had a fatal heart attack Tuesday at his home in South Jersey, The Philadelphia Inquirer reported. He had been at work at Geno's Steaks in South Philly earlier in the day and called in a bread order only an hour before his wife found his body, a friend said.
In 2006, Vento was already known around Philadelphia for producing a quality sandwich. His sign -- "This is America. When ordering, please speak English" -- made him a hero to some and villain to others outside the city.
The city human rights commission eventually decided Vento was not refusing to serve customers, and he always said the sign was advisory, not an order.
"It's a good victory," Vento said. "The bottom line is that I didn't do anything wrong."
Vento started the restaurant in 1966 with a $2,000 loan, calling it "Geno's" because the city already had a "Joe's Steaks." He later named a son Geno.
While he became a millionaire and moved to a large property in Shamong, Vento continued to come to the restaurant every morning. He was also known for large charitable donations,
Mayor Michael Nutter called him a "colorful, larger-than-life Philadelphian."
"Mr. Vento had strongly held views that were matched by a commendable desire to give back to his community," the mayor said.
