Looks like we played the fool in the latest cheesesteak drama (why is it always the cheesesteak?) in which the Northeast’s landmark Chink’s Steaks switches its name to the less offensive Joe’s Steaks + Soda Shop on April 1. The shop itself wouldn’t confirm yesterday when we reached out, but we’ve since received a flack-approved statement official word that the rebranding is not a joke. You can make a case for it being poorly timed, though. Seems Joe Groh, who took over the business after founder Sam “Chink” Sherman passed away, has concerns about insulting potential customers as well as the rest of the world. Looks like winds of change are indeed kicking up in the cheesesteak sector. Here’s hoping this inspires the Vento family’s next generation to finally get rid of the “This Is AMERICA: WHEN ORDERING SPEAK ENGLISH” sign. Straight ahead is the full statement from Joe’s.
New name and new logo Photo: Joe’s Steaks + Soda Shop