Joey Chestnut set a new world record beating famed eater Takeru Kobayashi at Nathan's Famous Fourth of July International Hot Dog-Eating Contest in Coney Island, N.Y. Chestnut ate 68 hot dogs to hold onto the the Mustard Belt becoming a consecutive three-time champion.

Kobayashi started off strong and looked to regain the top dog title. Before the competition he said he had figured out a way to inhale the buns. After the first minute, Kobayashi had the lead setting a blazing pace with 11 hot dogs. At the seven-minute mark, Kobayashi still had the lead with 29 hot dogs. Half-way through the contest at five minutes, Chestnut took the lead with 42 dogs to Kobayashi's 40 dogs. Chestnut still had a two-dog lead with three minutes remaining eating 52 to Kobayashi's 50 dogs.. Chestnut maintained his two-dog lead in the last minute with 63 dogs. In that last minute he took down another five dogs to set the world record and take the $20,000 top prize.

Patrick "Deep Dish" Bertoletti, looking like one of the Beastie Boys from the Sabotage video, came in third with more than 50 dogs. More than 800 Nathan's Famous dogs were consumed with contestants taking in 19,000 calories.

New rules this year include a yellow card for contestants that dunk their buns in the water for too. The water helps the eaters eat the dry buns faster, but if the bun is dunked too long, there is bun disintegration. The other significant new rule is no mouth hand-cupping at the end. You'll sometimes see the eaters cup their mouths with their hands to keep the pile of dog mush in their mouths.

Currently sanctioned by Major League Eating, Nathan's Famous Fourth of July International Hot Dog-Eating Contest has been held every year (except in 1941 and 1971) since 1916 when the winner ate 13 dogs in 10 minutes. By 2000, the winning number of dogs was 25 in 12 minutes. That was P.K., Pre-Kobayashi.

With his first win in 2001, he doubled that number to 50. Kobayashi on for the next five years before Joey Chestnut won in 2007 and in 2008 in the first ever "dog off" overtime session. The competition was reverted back to the original 10 minutes and at the end of that time Kobayashi and Chestnut were tied at 59. Chestnut won the dog off by finishing his five-dog plate before Kobayashi who reportedly had a jaw injury.