The crowd loves an expanding waistline, as Gourmet Burger Union's first annual Kick Ass Challenge proved at its newly opened Wyndham Street outlet. The HK$3,000 prize money may not have pulled in the likes of hot-dog-eating legends Takeru Kobayashi or Joey Chestnut, but 25 dauntless contenders stepped up to eat as many burgers as they could in 10 minutes, rallied by a team of leggy cheerleaders dubbed the GBU Angels and a throng of onlookers. Friday's challenge took on the feel of a hotly contested sporting event. Some were in the zone, their eyes focused only on the large orbs of bread and meat; others took a more relaxed approach - smiling and posing for the cameras. Competitor No11 Zeo Sze Ho opted for the water tactic to help wash each mouthful down his packed gullet. Dani Howard, the only female competitor, did not shy away from contest or calories - she finished three burgers, beating eight men in the process. But when the final bell rang, Hongkonger Chris Lam stood victorious, six burgers heavier than when the competition started. Lam will likely be back next year for the chance to defend his title against leaner and meaner contenders - cholesterol count be damned.