Eating Dessert First, Bare-Handed, For Five Minutes Straight, at the New North Dallas Norma’s Cafe.

Norma’s Cafe broke out of Oak Cliff with a gut-busting bang at a grand opening for their North Dallas location Thursday night, hosting a pie-eating throwdown between two high school teams and an epic chicken-fried steak giveaway.

In the strip mall parking lot at Dallas Parkway and Trinity Mills Road, five eaters from Plano’s Prestonwood Christian Academy edged out Addison’s Trinity Christian Academy in a five-minute contest officiated by Norma’s owner Ed Murph. The cartload of lemon meringue and chocolate cream pies cleared out quickly, first in the official race and then in a series of unsanctioned pie-tossing ambushes around the parking lot.

Even before unloading all those pies, Norma’s committed itself to handing out free chicken-fried steaks for a year to 100 lucky (doomed?) winners — but we’ve been led to understand that, the Norma’s Cafe will expect people to offer some sort of payment.

Check out more photos from the event — with some serious pie carnage — here in our slideshow.