Every year on the anniversary of the Sept. 11, 2001, terrorist attacks, Georgio's Pizza becomes a sea of blue, black and white uniforms as first responders enjoy a free meal in appreciation of their service. Two years ago, the restaurant added a pizza-eating contest for men and women in uniform. The prize money comes from the proceeds of car washes and corporate donations, and winners can use the money any way they like. In 2005, Adam McCoy of the Pensacola Police Department donated his winnings to a fellow officer whose wife had terminal cancer. When he won again in 2006, McCoy gave his winnings to a fireman whose son was paralyzed in a diving contest.