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As the sun set on a cloudy evening in Times Square on Friday, a 65-foot-long frankfurter cantilevered into the sky and spewed out a blast of rainbow confetti.

The town’s only grocery, the Langlois Market, says its housemade sweet mustard and specially peeled frankfurters are what make their dogs “world famous.”

In an interview with The Washington Times, Rowland explained that he "got the idea from similar protest action against Germany during World War I, when sauerkraut was renamed 'liberty cabbage' and frankfurters became 'hot dogs.'"

The storefront promises “Nobody but nobody serves a better frankfurter” and “No Gimmicks! No Bull!”

The name gruyere is generic, like bologna or frankfurters.