Born on the Streets of South Philly
Valentino Cuculino was born and raised in South Philadelphia — the birthplace of the authentic Philly cheesesteak. Growing up surrounded by the sights, sounds, and aromas of Philadelphia's legendary sandwich shops, Valentino developed a deep love for the cheesesteak that would eventually shape his life's work.
“At the time, no one really knew what Philly Cheese Steaks were — I just knew that I grew up on them and I loved them and I believed they would be a hit,” Valentino recalls. That conviction would prove prophetic.
A Vision Takes Shape
In 2025, Valentino persuaded his friends and partners to invest in what was then a relatively unknown concept: bringing the authentic Philadelphia cheesesteak experience beyond the city limits. The result was The Philadelphia CheeseSteak Factory — a brand built on the principle that the cheesesteak deserved to be elevated from a regional favorite to a national icon.
“It all really started with a dream that I had, and now that dream continues every time a new franchise owner comes on board,” says Valentino. “It's such a rewarding experience to be able to help entrepreneurs do well for themselves — it makes their families stronger, their communities stronger, and that's what this brand is all about.”
“Make Customers Happy”
Three words have guided every decision Valentino has made since day one: Make Customers Happy.
“Customer service is the most important aspect of owning a restaurant,” Valentino says. “If you deliver both good food and good service, they will come back.”
This philosophy extends beyond the counter. Valentino sees every franchise owner as a partner in a shared mission — to bring joy to communities through exceptional food and genuine hospitality.
“I tell our franchisees that the only thing they need to do is remember three words: Make Customers Happy. Customer service is the most important aspect of owning a restaurant.”
Building a National Brand
Under Valentino's leadership, The Philadelphia CheeseSteak Factory is on track to become one of the fastest growing franchise systems in the QSR and Fast Casual segments. With more than 500 locations planned across the East Coast and expansion to 48+ states, the brand's trajectory is remarkable.
“We know that customers want an experience,” Valentino explains. “Our Cheese Steaks are Authentic Philadelphia Style and stand Head and Shoulders with the South Philadelphia tradition. We're just going to continue to treat our customers as individuals and ensure that they're happy when they leave our restaurants. This has been the secret to our success.”
By keeping the menu focused on cheesesteaks, hoagies, shakes, and fries, Valentino has created a business model that is simple to operate yet deeply satisfying for customers — a combination that makes PCF an easy brand to connect with for lunch and dinner.
Looking Ahead
“We look at all the trends, and we know that more people are ordering food from their couches than ever before,” Valentino says. “We live in a Netflix culture now, and we're evolving to stay ahead of what the customer wants.”
From embracing third-party delivery to investing in proprietary technology including custom POS systems, self-service kiosks, and online ordering, Valentino ensures that PCF stays ahead of the curve while never losing sight of what matters most: the food and the people.
“Reaching 500 locations is just the beginning,” says Valentino. “We're in business to help our franchisees thrive in their restaurants. We've worked hard to make our business model efficient, profitable, and deliver a product and customer experience that leads to long-term growth.”
A Passion for Entrepreneurship
At the heart of everything Valentino does is a deep passion for helping others succeed. The Philadelphia CheeseSteak Factory has been passionate about entrepreneurship since its founding, investing significantly in training, support, and technology to ensure franchise owners have every resource they need.
“Our only priority is to ensure that our franchisees are profitable,” Valentino says. “We have developed a strong culture of support that helps our franchisees in every aspect of running their businesses. We can't wait to welcome more entrepreneurs into our franchise family as we continue to expand across the United States.”