What's the name of the other cheesesteak place? This is an opportunity for it to make $ off of Geno's policy. He could focus on tourists and non-English speakers.
I think Geno's policy is dumb from an economic standpoint, but he should be free to pursue it.
This is America. One can be dumb if he wants too. That's why there are so many liberals speaking out. Even you have done something dumb in your life. Come on now, tell us what it was. (maybe your post?)
And in the time it takes to get a non-English speaker's order correct, how many people will leave the line at Pat's to walk across the street for the nice efficiency of Geno's?