3/29/2013 11:04:00 AM

Chink’s Steaks Rebrands as Joe’s Steaks + Soda Shop

After 50 years, Chink’s is finally rebranding. The name for Northeast Philly’s most popular cheesesteak came from the nickname of the original owner, but was decried in recent years as a racial slur. Current owner Joe Groh, who has worked in the shop since 1979 (he was 16) and bought it in 1999, is finally doing away with the somewhat unsavory historical artifact. As of April 1, the culinary institution will officially be known as Joe’s Steaks + Soda Shop.

“It is very important to me that we no longer inadvertently alienate anyone in the Philly community,” Groh says, noting he originally kept the name in deference to his mentor and to history. But criticism first boiled over nearly a decade ago - why the change coming now? The Philadelphia Business Journal sheds light on the impetus: Groh is planning to move the business closer to Center City, and at least one landlord flat out refused to rent to a business named Chink’s.

The shop’s original neighborhood is not what it once was, and Groh is eyeing a Fishtown location to tap into its booming scene. A gradual transition is planned, and even with a new name and a new storefront, he promises the much-lauded cheesesteaks will stay the same.

2 comments :

  1. Meh. His steaks are mediocre at best and overpriced. It's just a neighborhood joint that's been there a long time. Sam had a great personality and he made the experience of eating at Chink's memorable. Joe hired a bunch of Hooter girls to serve you. Get takeout and walk across the street and watch topless dancers for under $4 per beer.

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  2. Rebranding is key to ensure your company can retain relevance. If the name of your company is alienating potential customers, it is time to make a change. www.addisonwhitney.com

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