The stakes were high: $500, a huge championship belt, and bragging rights.
The challenge: scarf down a loaded six-patty bacon cheeseburger and French fries faster than anyone else.
It was the Burger Eatin' Challenge at the Roadhouse Diner in Great Falls, as the restaurant celebrated its first anniversary.
The 40 contestants competed two at a time throughout the day, as crowds of amazed and often amused people watched them attempt to be the fastest to finish.
The contestants each paid $25 to register for the challenge.
They were each given nicknames in the official roster, such as Jeremiah "The Kid" Gideon and Jennifer "Jaws" Johnson.
Finally, at about 7 p.m., one of the the last contestants emerged as the winner: Joe "U Mad Bro" Ziobro.
Ziobro managed to eat the four-pounds plus of food with a time of just three minutes and five seconds -- only six seconds faster than the #2 finisher.
And how did two of the other contestants feel after downing their challenge meal?
Patrick Bryan said, "It's really good. It's hard to really buzz through it because you want to stop because it's really tasty. You want to stop and savor the flavor but at the same time it is a competition so you've kind of got to boogie through it.
Lee Steinbacher, when asked how it felt being able to eat it all, replied with a smile: "Not good. I don't think I'm going to eat for a couple of days."
Jason Beam, who owns the restaurant with his wife Tara, said, "I’ve been working on this idea for six months, trying to come up with something unique. We get asked daily about doing a food challenge, so I thought what better way to commemorate our anniversary than with a competitive eating challenge!"
There were also special menu items and prizes for spectators during the contest
The Roadhouse Diner is located at 613 15th Street North.