CENTENNIAL, Colo. -- Every year on Sept. 11, Big Bill's New York Pizza in Centennial asks customers to donate in memory of the victims of the 9/11 attacks.
One hundred percent of the restaurants earnings from that day go to the Day of Giving fundraiser.
"We don't ask them to pay for anything. All we ask for is donations," said owner and native New Yorker Bill Ficke.
Ficke started the event originally to help firefighters in New York.
Over time, the Day of Giving has evolved to help other charities including several in Colorado.
"We want to honor all the people that died in a positive way," Ficke said."
This year proceeds will go to a cancer foundation started in memory of Ficky's wife, JoAnn.
"Every single penny raised goes to cancer and stays here in Colorado."
Instead of paying for a pizza, customers just make a donation, and Big Bill customers are some of the most generous.
Last year "we sold $27,000 worth of food," Ficke said, "but people gave $120,000."