LITTLE ITALY (PIX11) -- The competition was fierce and the only thing on the menu was cannoli.
The 13th annual cannoli-eating contest kicked off the festivities Friday, the first of many events happening at the feast of San Gennaro in Little Italy.
When it was all said and done, Marcos Owens of Queens walked away with bragging rights and a tummy ache, inhaling 34 cannoli in 6 minutes - a new record.
"I only started eating them recently," Owens told PIX11, revealing that he's not so much of a cannoli fanatic as some would think.
"They're alright. I don't eat them all the time."
The competitive eating contest set the tone for what's expected to be an exciting 11-day festival.
Mayor Bill di Blasio, an Italian-American himself, is slated to act as grand marshal for the festival's procession Saturday.
The Feast of San Gennaro lasts till September 21.