Walk down South Broad Street on a game day in Philadelphia right now and you’ll see it. The line. It snakes past the corner of Packer Avenue, a restless huddle of Eagles jerseys, curious tourists, and South Philly lifers. They’re all waiting for a sandwich from a guy the federal government spent decades trying to put away for good.
Skinny Joey’s Cheesesteaks isn't just a restaurant. Honestly, it’s a cultural collision. On one side, you have the ghost of the 1990s Philadelphia underworld. On the other, you have a modern, savvy social media brand built on the back of a hit podcast and a very specific type of "street" credibility.
Joseph "Skinny Joey" Merlino, the reputed former boss of the Philadelphia crime family, officially opened the doors to his steak shop on March 29, 2025. He beat his own deadline by three days. He's 63 now. He says he's retired from the life that made him a household name. Instead of racketeering trials, he's worried about the fat content of his ribeye and whether the seeded rolls from Aversa’s Bakery are fresh enough.
The Road to 3020 South Broad
The location at 3020 S Broad St has history. It used to be Ace of Steaks. When Merlino announced he was taking over the spot in early 2024, the buzz was immediate. But it wasn't a smooth ride.
In May 2024, a fire ripped through the building. The Fire Marshal called it arson. Investigators found two incendiary devices inside. Merlino, in typical fashion, laughed it off on his podcast, The Skinny with Joey Merlino, basically telling his audience that you can't stop what's meant to be. He gutted the place, fixed it up, and turned it into a shrine of South Philly swagger.
The shop sits in the shadow of the sports complex. You can practically hear the roar from Citizens Bank Park and Lincoln Financial Field. It’s a genius business move. You catch the pre-game crowd, the post-game crowd, and everyone in between who wants to see if the "Podfather" is actually behind the grill.
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What’s Actually on the Menu?
You’ve got to wonder if the food is actually good or if people are just buying into the myth. Philly is a tough town for cheesesteaks. You can't just coast on a name; the locals will eat you alive if the meat is dry or the bread is trash.
Skinny Joey’s keeps it fairly traditional but leans into the "premium" South Philly style. We’re talking:
- The Classic Steak: Thin-sliced ribeye, usually served with Cooper Sharp. That’s the "it" cheese in Philly right now. It's creamier than American and sharper than Provolone.
- The Seeded Roll: They use Aversa’s rolls. In the great Philly bread debate, a seeded roll is usually the mark of a "real" South Philly sandwich versus the softer, unseeded rolls you find at the tourist traps.
- The sleeper hit: The honey hot wings. People are actually talking about these as much as the steaks. They’re small, crispy, and tossed in a sticky-sweet heat.
- Florida-style pizza rolls: A nod to Joey’s years spent living in Boca Raton.
It’s not cheap. But then again, nothing in the stadium district is. You’re paying for the meat, the bread, and the chance to maybe see a retired NHL star or a current Eagles offensive lineman grabbing a bite. Jason Kelce has already been spotted there. So has Travis. It’s become a mandatory stop for the "New Philly" celebrity circuit.
Why the Hype is Different This Time
Most people get it wrong when they think this is just a mob-themed gimmick. It’s not. Well, it is, but it’s deeper. Merlino has managed to do something very few people from his era accomplished: he went digital.
He isn't hiding in a social club with the curtains drawn. He's on YouTube. He’s on Instagram. He’s arguing about NFL spreads and talking about how Hollywood gets the Mafia wrong. By the time the shop opened in 2025, he already had a built-in customer base of hundreds of thousands of podcast listeners.
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They don't see a "reputed boss." They see a guy who "stood tall," did his time, and is now living his best life flipping steaks. It’s a rebranding masterclass.
The Reality of the "Two-Hour Line"
Is it the best steak in Philly? That’s where things get complicated. If you look at the reviews from late 2025 and early 2026, you’ll see a massive divide.
Some people swear by it. They love the Cooper Sharp and the heavy portion of meat. Others—mostly the "cheesesteak purists" on Reddit—call it a tourist trap. They complain about the wait times. Sometimes you’re standing there for 90 minutes. For a sandwich.
Then there’s the parking. Broad Street is a nightmare on a good day. Throw in a Phillies home game and a line of people trying to get a "Skinny Joey" original, and you’ve got a logistical mess. But for the business, a mess is good. A mess means demand.
Navigating the Controversy
You can't talk about this place without acknowledging the elephant in the room. There are people who won't eat there on principle. They see the shop as a way to profit off a violent history. Merlino spent about 14 years in federal prison across different stints.
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But in South Philly, that history often carries a different weight. There’s a segment of the population that views him with a sort of local pride. To them, he’s a guy from the neighborhood who didn't "fold." That loyalty translates directly into sandwich sales.
Merlino himself told 6ABC that he's paid his debt. He’s focused on the franchise now. There’s already talk about a second location in Delaware County (Chichester) and even whispers of taking the brand to Florida or Las Vegas. He’s looking to build an empire that’s entirely above board.
What to Know Before You Go
If you’re planning to hit up Skinny Joey’s, don't just show up at 6 PM on a Saturday and expect to walk right in. You’ll be disappointed.
- Check the Schedule: They are right by the stadiums. If the Eagles are home, the shop is going to be a madhouse.
- The Roll Choice: They offer seeded and unseeded. Get the seeded. It holds up better against the grease and the onions.
- The Podcast Connection: Joey and his co-host Lil Snuff often record or hang out nearby. If you’re looking for the "experience," that’s your best bet to see them.
- Beyond the Steak: Don't sleep on the roast pork. It’s a Philly staple that often gets overshadowed by the cheesesteak, but the version here with sharp provolone and broccoli rabe is legitimate.
Whether Skinny Joey’s Cheesesteaks is still the "it" spot in five years remains to be seen. Philly is littered with the carcasses of "celebrity" restaurants that couldn't maintain the quality once the initial hype died down. But right now, at the corner of Broad and Packer, business is booming.
Actionable Insights for Your Visit:
If you want to skip the heaviest crowds, try visiting on a Tuesday or Wednesday afternoon when there isn't a game scheduled at the complex. Always check their Instagram (@skinnyjoeys_cheesesteaks) before heading out, as they often post updates on sell-outs or special events. If the line is over an hour, consider ordering the honey hot wings as an "appetizer" to share while you wait—they're easy to eat standing up and definitely live up to the social media hype.