Eats: Queen of the Cheesesteaks

Watch out, Pat’s, Geno’s, Steve’s and Jim’s. A new woman on the block wants to bust up the cheesesteak boys’ club




THE ARCHITECT-DESIGNED, scrubbed-down-every-15-minutes interior of the original Wit or Witout — and all the Wit or Witouts to follow, including Tumolo’s first franchise, at Red Lion and the Boulevard — have gray and red mosaic tile, tall upholstered stools, track lighting, grills glassed-in for spectating, and flat-screens tuned to sports for additional spectating. They also have a dozen cameras trained on customers and employees, and a rule against superfluous decorations. “No knickknacks,” says DiZio. There are no signs posting ordering instructions. She trains her employees to take orders in both Philadelphian and English.

The result is something that seems only subtly different to a local, and would certainly feel comfortable to anyone who’s a regular at Starbucks. The steaks aren’t bad, either. The meat is lean and flavorful. The roll is a little bit soft, a little bit crusty. The long hots are a nice touch. The Whiz and melted American … well, they are what they are.

WoW’s first day in business was Friday, January 9, 2009, the same day the shop received its certificate of operation from the Department of Health. “I had three employees, 50 rolls in stock, and barely any meat,” remembers DiZio. “I opened up, and within 15 minutes, a line forms out the door, to the corner and up the street.” Two hours later, absent a loaves-and-fishes-style miracle, DiZio closed the door.

What brought customers in that day, and on the days that followed, wasn’t just old-fashioned Frankford Avenue curiosity. It was bargain prices. Taking a page from the Pretzel Factory playbook, which requires new stores to give away pretzels their first week in business, WoW charged (and charges) $3 a cheesesteak in the first month in business, $4 in the second month, $5 in the third, and $6 from there on out.

A steak at Steve’s costs $7.52. Pat’s are $8.25; Geno’s, $8.25. DiZio says she won’t raise her prices. “People are looking for value, especially now. … Everybody’s looking for a deal” — which is why she also sells a Factory-inspired daytime combo of a sandwich, fries and soda for $7, and gives out “bounce-back” coupons for a dollar off your next cheesesteak. She also sends employees down to the parking lot of Citizens Bank Park to plaster cars with coupons.

It was this kind of thinking that attracted Tumolo, who sold Rita’s, then a $67 -million-a-year business, five years ago. He says, “Dan and Nicole have a great track record. They’ve grown one concept already…I don’t envision we’ll open up 100 Wit or Witouts in the next five years, but with smart growth, in the right markets, with the right sites, we’ll be very, very successful.” After all, as he says, “Rita’s raised water ice to the next level. Philly Pretzel raised soft pretzels to the next level. Now we’re going to raise cheesesteaks to the next level.”

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  • Disgusted

    Reading this makes me sick, she’s working 70-80 hrs weeks, has a child and is bored and needs to work more, is her poor child an accessory that she’s already tossed aside?

  • Jesse

    If her husband has a hand in it, they will bankrupt an entire new market of people as he did with the Philly Pretzel Franchise. They promise to deliver a profitable business model but wind up crumbling sitting inside an asteroid sized pit of debt. This could be a new way to rip of the unassuming eager person who just wants to be in business for themself and not work for corp. America any more. These are the people that the Dizio’s prey. Be careful everyone, be very careful.

  • Regina

    I have never tried and wit or witout steak and after reading this article, I NEVER EVER will. It makes me sick that she stole from business owners who put love, sweat, and tears into their steak shops!

  • Anonymous

    There’s something seriously wrong with this chick! Who would admit to STALKING other businesses? And stealing 2 of their cooks and maybe their recipe for the cheese! She may become the queen of steaks, but I’m sure she’ll be making some major enemies along the way.

  • Anonymous

    I can’t speak for Geno’s or Pat’s, but the guys at Steve’s are always super nice. They don’t expect you to know exactly how to order and they always thank you. I just don’t understand why she has to bad mouth all the other steak shops. Those people have worked hard for what they have. They weren’t handed the money from their rich husbands!!

  • Anonymous

    many different opinions here…mine is that business is sometimes cut-throat. she has made a name for herself and is going to make a lot of money. like it or not, looks like her steaks and pretzels are here to stay.

  • Nicole

    Apparently someone thinks Wit or Witout is great – they won Best of Philly the 1st 8 months in business, she didn’t steal cheese sauce from anyone – it’s simple you grade cheese down and melt it. She doesn’t bad mouth steak shops she actually thinks the best of all of the around. You should re-read the article, it’s other of the other shops bad mouthing her. She didn’t open the business from a rich husband. She doesn’t abandon her son, in fact he spends a lot of time with his mother. She is a great mother. For all you haters out there you should stop in Wit or Witout and try it out, knowing Nicole she would give you a steak on the house. Introduce yourself, you mind find she’s not exactly the woman you are portraying her to be.

  • Anonymous

    I agree, I haven’t talked to her for years, but being facebook friends with her you can clearly tell that her and her husband are good parents. Talk about the business aspect all you want, but talking about someone as a parent is a little too personal.

  • Susan

    Nicole has done very well for herself. I think it’s wonderful she can manage a family and run a successful business. And by the way, that’s the best Philly cheesesteak I’ve ever eaten!

  • Victoria

    There are alot of envious & jealous people out there. God Bless her! Maybe the people who have time to write comments might have too much time on their hands!! The steaks are very good. Also, if Rita’s Water Ice made millions and bought a steak franchise maybe that’s saying something!Another thought is that she is providing jobs for people. Maybe these critics should get jobs.

  • Sandra

    I left the Philly area thirty years ago.I lived in Hawaii, California, Salt lake City, Texas,and Florida.For years I’d order a cheesesteak and was served a thick piece of tough meat on a lousy roll.Let’s face it.Nicole at Wit or Witout discovered the right combination and produced a mouthwatering delicious steak. She stole nothing from anyone. Some of you just can’t handle the competition because she is a female entrepreneur.Right now my mouth is watering.Makes me want to jump on a plane for another great steak.

  • kim

    The cheesesteaks are delicious. You go girl spread the love..

  • Brigid

    Congratulations to Nicole and her husband. Only in America is a woman able to be first and foremost a great Mother, a fabulous wife, and own her own business. Only in America, are the bumbling idiots whom have bashed Nicole, able to write publicly about her and her cheesesteak shop. I have yet to try “Wit or Witout” , but I am looking forward to visiting, and shaking Nicole’s hand and say, “My Mother worked and I turned out ok”. You go girl!!!

  • K

    First off the first few comments on this page are all bull shit! First off the people at steve’s are not always nice. Their rude and slobs. Secondly, only one person invented the Philly Cheese Steak and it may not have been Nicole, but it wasn’t Steve, Pat, Joey or Jim. Everyone took someone else’s idea and attempted to improve it. However, some people are just jealous that Wit or Witout did it the right way. By the way Steve, why are you always anonymos on your comments, man up and while your at it try paying your employees on the books!

  • Ben

    A lot of angry folks ranting and raving on this thread. Could it be a jealous competitor in disguise? P.S. The cheesesteaks are delicious.

  • Lester

    It’s nice to have a good cheesesteak place in the northeast that isn’t next to a rundown abortion mill, a vacant building that attracts pests, and a dive bar. Wit or Witout has an excellent cheesesteak, easily as good as the nearest competitor, and without the sleazy atmosphere and drunk patrons.

  • Regina
  • keith

    Franchise’s don’t always work, problem is they give them out to anyone with down money. I built a sucessful business that I took over from my father and just build on it. All good idea’s came from someone else, she is just trying to perfect something she likes, the way she wants too. I have build many of my idea’s from someone elses thats the american way. And as for being board I wish I had kids to take me away from my buisness, if she’s working 70 plus house then her help must suck. With a sucessfull business you need to run the business not let it run you and thats what she is doing!!

  • stephanie

    that’s Philly for ya…always hating on someone who makes it big bc they themselves didnt think of it first!

  • Brian

    After being named “Best of Philly,” I gave it a shot. While not bad, it was quite average. How was this named “Best of Philly?” Even this article (being the very same publication) says “the steaks aren’t bad.” With all the “great” steak shops in town (and I don’t mean Pat’s or Geno’s), why did Philly Mag name this place as the best???

  • Mike

    I didn’t know any of this about the owner but I will say Wit or Witout is the BEST cheesesteak especially for the money I’ve had and I’ve had them all. And going to the NE for it, the stop on Red Lion is far closer than having to go to South Philly.

  • tarrah

    Nicole is a very family oriented woman. I look up to her because of her accomplishments. She has a family and a business, not many people can handle that. The steaks a VERY good. The shop is clean and inviting, and the customer service is great! You are never greeted without a smile.

    Nicole, I wish you THE BEST of luck with everything. Keep it up!! You got this girl !! :)

  • Loretta

    I own a retail store in an industry that is highly specialized (and competitive). Wannabe business owners that stalk other businesses and steal their ideas are PARASITES. If you’re so great, use your own ideas. Stalking delivery trucks? What are you, 12? I hope you go bankrupt!

  • RickTufano

    Number 1. Everyone knows Steve’s is the best. No.2 Pat’s & Geno’s way over rated… both not worth the drive. 3. Wit or witout gives steves a Run for their $. an Why are all you people anonymous? I don’t know nicole.. but like her I too run a business here in Philly… an People will ALWAYS HATE ON YOU. Especially if you’re doing well. I keep going back to wit or witout an the last one I had was the best one I’ve had in my LIFE… it was a sunday night.