The customer is always right? Not at Geno's Steaks in South Philadelphia. Belly up to its counter and order a cheesesteak in a language other than English, and you'll walk away hungry. Fromage-avec? Fugheddaboudit.
It seems that Joseph Vento, Geno's owner, feels strongly that everyone in this country ought to speak English - even if they're tourists from faraway climes looking for that fabled Philly cheesesteak fix.
Vento insists his customers order in English. No pointing at the menu items. Speak English, a sign at Vento's popular, curbside counter reads.
This comes from a man whose Italian-born grandparents spoke limited English. Talk about irony thicker than Cheez Whiz.
In the heated debate over immigration, many native-born Americans who are proud of their immigrant ancestors' struggle to become citizens - and, yes, their willingness to learn English - ask this question: Why can't this new wave play by the rules? Well, for one thing, in decades long ago, the rules of the game were different.
As historians note, the nation welcomed just about any European immigrant up until the early 20th century. No excusing those who arrive illegally today, but newcomers back then faced fewer legal hurdles.
Were the nation to "go back to the 19th century, and play by those rules," as Vento suggests, citizenship would be within easier reach for many of those whom some Americans are now so eager to deport.
As for that language barrier, no matter how halting a recent immigrant's command, the usual progression is that their children will be able someday to order a Geno's steak-with in fluent English.
That is, if boneheaded policies don't drive Geno's out of business first.