Geno's is a regular upstart compared to rival Pat's. The latter's been serving sandwiches since 1930; Geno's opened in 1966. That divide manifests itself visually in the contrast between Pat's understated aesthetic and Geno's over-the-top use of neon. The place is lit up so brightly that astronauts can probably see it from space. The other big difference is that Geno's meat is sliced (not chopped). Some aficionados claim that the two serve wildly dissimilar products; others just don't get it, but it's always fun to taste-test, as the buses full of tourists who frequently make their way down Passyunk to Pat's and Geno's can attest.