The King of Kingsbridge Knish, 76-year-old Fredy Loeser, was brimming with pride the moment the new street sign was unveiled.

“We’ve given back to the community with good food, tradition, and plenty of honor because we work hard, and we bring them only the best, fairest prices,” Loeser said.

Loeser opened the kosher deli with his father in 1960, using his bar mitzvah money. Though the once predominately Jewish neighborhood has changed, the family-run business is still thriving, serving the community for 60 years now.

“We’re glad it wasn’t Way. We’re glad it was Place. Because Loeser's is really a place for you to go no matter what the situation is. You’ll always find someone in there with a sympathetic ear, and a pastrami on rye, and a cold Doctor Brown’s cream soda to wash away all your sorrows,” said Pam Loeser Halperin, Freddy’s daughter.

Celebrating with dollar pastrami dogs Saturday morning, the ceremony was extra special because the street co-naming almost didn't happen.

Last November, Bronx Community Board 8 rejected the request citing concerns the city would appear to be promoting and advertising a particular business.

But neighbors flooded Councilmember Andrew Cohen's office to push it through city council, where it was unanimously approved.

"It’s not just a business, it’s a personal commitment to the community that makes it appropriate,” said Cohen.

Its history lines the walls inside the deli shop.

Loeser's is the oldest kosher deli in the Bronx, and one of only two left in the borough.

Regulars say they go to Loeser's for the award-winning pastrami and the family atmosphere. They only have great things to say about Loeser.

“Conscientious, kind, giving and always looking out for somebody else,” said one longtime customer.

Those values, they say, should be carried on and celebrated.