meet the chef

Roberto Huff, known as the Cheesesteak Plug, is the chef behind Hoagie Shack.

Founded in 1996 on Atlanta’s Southwest side, Hoagie Shack began with Roberto’s vision of bringing the classic cheesesteak to the South and making it his own. His approach combines the foundation of a traditional cheesesteak with Southern flavors, smoked meats, bold seasoning, and fresh ingredients.

Roberto’s love for smoked meats started with his father, watching him perfect the art of smoking and learning how patience, seasoning, and technique shape flavor. That influence continues to show up in Roberto’s cooking today.

His menu reflects that perspective. The El Choppo Pulled Pork brings smoked Southern flavor to the cheesesteak, while the Uncle Salmon pushes the classic in a completely different direction. Each creation is built around the same idea: respect the classic, then make it your own.

Today, Roberto continues to build Hoagie Shack as an Atlanta bodega style experience centered on cheesesteaks, street eats, and a distinct Southern point of view.

Keep It Honest. Keep It Real. Keep It Trill.