It was in 2000 when John Pinelli began to grow restless with corporate America. He was looking for a challenge. It would be another four years before he acted on his dream. A native of the Philadelphia area, John and his family have been fortunate to have lived in many parts of the country. Always adapting to the local cuisine, while seeking out authentic East Coast food. It was always the same story. Where can we get a good cheese steak or pizza? The answer was the same – it’s not bad, but it’s not home.
It was then that Pinelli realized the opportunity to create a shop which would carry authentic Philly foods made with real Philly products. He realized how spoiled he had become taking food for granted. He thought everyone knew how to make an Italian Hoagie, a hot roast beef or meatball sandwich, pizza, and Philly’s own cheese steak.
On Pinelli’s annual trip back to Philly each summer he would eat his way through his favorite foods – Hoagies, cheese steaks and pizza – and of course Tastykakes and Water Ice.
In those times between visits he would receive his Tastykake care package every so often from his family. He would tell his family about his dream of opening a sub shop and his cousin Ralphie, whose family has been in the restaurant business for years, would echo the words of all family members, “What Are you Nuts??!!!”
In the Denver market, the first South Philly Cheese Steak shop opened in Arvada. Next came the Oneida shop and five others followed over the course of the next five years. Pinelli admits he made a lot of mistakes along the way. But one thing he insists he never wavered from in his quest to make South Philly Cheese Steaks a must stop for folks wanting Philly fare. “We’re gonna give people the real deal, no compromises,” he said. “We’re proud to offer authentic east coast hoagies, cheese steaks, Water Ice and Tastykakes.” It’s not gourmet. It’s just great food.