GroupMe grilled-cheese eating contest

Preceding the main event, where champion eater Takeru Kobayashi set a new world record for eating the most grilled-cheese sandwiches in 60 seconds, GroupMe hosted an eating contest between SXSW attendees.

David Tisch, left, managing director of angel investment firm TechStars in New York, briefly set the world record by eating four grilled cheeses--before champion eater Kobayashi took the stage.