Joe’s Steaks + Soda Shop

Founded in 1949 as Chink’s Steaks, the Joe’s Steaks + Soda Shop brand was developed through a collaboration between Neff Associates and Joe Groh. Joe took over ownership of Chink’s in 1999 after the passing of Sam “Chink” Sherman.

Joe came to Neff in 2013 when he decided to rebrand the business to be more representative of his identity and vision for the future. As part of this process, the Neff team helped Joe convey his story in top-tier media outlets both nationally and regionally.


The design and development of the Joe’s Steaks + Soda Shop identity was inspired by a few sources. Working with Joe, our team aimed to seamlessly merge the retro, vintage appeal of the original shop, with the new modern aesthetic that Joe was representing.

Estimated Cheesesteaks Sold Since Re-Brand

Sharing the Story

Through the Neff PR team’s efforts, Joe’s rebranding effort was featured on several top-tier media outlets, both nationally and regionally, such as CNN,,,,, FOX29, Philadelphia Daily News and Philadelphia Business Journal.