MISSOULA, Mont. -

A Missoula icon celebrated 53 years in business on Wednesday. Double Front Cafe, with entrances on Alder and Railroad streets, is still owned by the same family that opened it in 1960.

At noon Wednesday, the overwhelming crowds expected later in the day hadn't arrived yet to take advantage of the anniversary special -- a full dinner consisting of breast, thigh and pickles on the side for $5. The business was busy for the lunch hour.

A few minutes rarely go by without the phone ringing, and the number of patrons dining in was good for the time of day.

Jason Herndon is the newest member of the Herndon family to manage the business. He said they're busier than they thought they would be at this time.

If you're looking for fries you have to wait until Thursday. Every vat of oil is used for chicken to prepare for the demand.

Herndon says the success they've had over the years is in large part due to customer loyalty and the fact that it gets passed down through the generations.

"The longevity of our success I think is just a good product and it's a product that people have known for a good many years. We have grandparents and second, third-generation people that keep coming back to get introduced to it. It's a favorite," said Herndon.