Sesame-seeded rolls are in at Jim’s South Street — and out at Pat’s King of Steaks.
The opposite moves by two of Philadelphia’s best-known old-school cheesesteak shops expose a divide increasingly shaped by social media. Tourists arrive expecting the crusty, seeded rolls they see online, while many longtime customers still prefer the plain rolls Philadelphia stands have served for generations.
The seeded-roll question is part of the crowded field of never-settled cheesesteak disputes: Which cheese is correct? How finely should the beef be chopped? Should the onions be diced, sliced, or chopped?
Tourists vs. locals
Earlier this month, Jim’s began offering seeded rolls as an option for the first time since it opened in 1976. Pat’s, which made news in February when it began offering them after 96 years of plain rolls, abandoned the experiment after only a few weeks.
Seeded rolls tend to be crustier, and the toasted sesame adds a faintly nutty flavor. Plain rolls are generally softer and milder, putting more emphasis on the beef and cheese.
At Jim’s, owner Ken Silver said he added seeded rolls to his Liscio’s bread order to give customers a choice. “For the most part, it’s a tourist thing,” Silver said. “Our local base is almost all plain.”
Silver said Jim’s made the change “for the same reason we added chicken and Cooper Sharp [cheese]. People expect it from what they see on social media.” Overall so far, he said, seeded is outselling unseeded, 6 to 1.
At Pat’s, those expectations did not translate into sales.
Owner Frank Olivieri began offering seeded rolls in February, shortly after the death of his father, Frank P. Olivieri, who had resisted changes. The younger Olivieri initially said the limited-time offering would likely be permanent.
It lasted a month.
“If I got in 400 [seeded rolls] a day, by the end of the day, I was throwing out 390 of them,” Olivieri said. “Not that I’m the barometer to judge everybody else by or what influencers think you should eat, [but] not everybody who comes to Pat’s Steaks wants the [seeded] rolls.”
How the old guard rolls
Pat’s recently switched its bread supplier from Aversa to Corropolese, and offers plain rolls only now.
Geno’s Steaks, across Passyunk Avenue, also has been firmly seedless since Joey Vento opened the shop in 1966. “It’s never crossed my mind,” said Geno Vento, who took over after his father’s passing in 2011. “We have our customer base, and I don’t feel that we need to change the roll [baked by Liscio]. I feel like it’s more of a trend right now. And they might put [cheesesteaks] on rye bread next. You never know.”
Geno’s concession to the new generation is Cooper Sharp, which the shop buys in sauce form and heats up — as an option.
At the old-school Dalessandro’s in Roxborough, owner Steve Kotridis said he began offering seeded rolls a few years ago “when it became a fad,” though he estimated that only 3% of customers order them. Dalessandro’s uses a softer Amoroso roll for cheesesteaks and a sturdier, seeded Aversa for hoagies, both with and without seeds.
For newer cheesesteak shops, however, the seeded roll has become all but de rigueur — a style that predates social media but has been amplified by it. Famously, Donkey’s Place in Camden has served its distinctive cheesesteaks on poppy-seeded round rolls for more than 80 years.
Seeds of change
The seeded-roll trend launched with the hoagie.
Louis Sarcone Jr. at the century-old Sarcone’s Bakery credits Bobby Toner of the now-closed JR’s Deli with helping establish seeded bread as a hoagie standard in the 1980s, after Toner began buying Sarcone’s seeded loaves.
Sarcone said Primo Hoagies, founded in South Philadelphia in 1992, spread the style widely as it expanded into a 120-unit chain. Sarcone supplied Primo for years before it started using parbaked rolls supplied by another bakery.
By 2024, Sarcone said, 90% of the rolls he baked were seeded, up from 75% a decade earlier.
John Bucci Jr. said John’s Roast Pork began serving cheesesteaks on seeded rolls in 1987, after its supplier, Vilotti, went out of business. Bucci’s father, who was terminally ill, left the choice of a new bakery to his son. “JR’s had started making their hoagies on seeded bread, so, I figured, why not try [it] on a cheesesteak?” Bucci said.
John’s initially bought its seeded rolls from Carangi and later switched to Sarcone’s.
Now a cheesesteak roll
The seeded roll’s rise as a defining feature of the modern Philadelphia cheesesteak came later, accelerated by Angelo’s Pizzeria.
Owner Danny DiGiampietro, whose wife is Louis Sarcone’s niece, used Sarcone’s seeded rolls when he opened the first Angelo’s in Haddonfield in 2013. After moving Angelo’s to Ninth and Fitzwater in 2019, DiGiampietro began baking his own bread.
As Angelo’s fame grew, its crusty, sesame-seeded rolls — an image widely broadcast on social media and emulated by other shops — helped define the newer-generation cheesesteak.
At Del Rossi’s, owner Nish Patel said cheesesteak orders were roughly split between plain and seeded rolls when he took over in 2020. Since he began baking his own rolls in 2024, virtually all have gone out on seeded bread.
“We barely get any requests for unseeded,” Patel said.
The contrast with Pat’s could hardly be sharper. There, Olivieri said, almost nobody wanted the seeded option.
Jim’s now finds itself somewhere in between — offering the roll that has come to signify a Philadelphia cheesesteak to many, while continuing to sell mostly plain rolls to its longtime clientele.
“People expect it from what they see on social media,” Silver said.
