BINGHAMTON, N.Y. -- What started as a small bakery built by Italian immigrants in the early 1900s has grown into a city staple.

Di Rienzo Brothers bakery is in its 111th year in business and is still owned and operated by 3rd generation family members.

Anthony Di Rienzo says working at the bakery since he was six-years-old helped make him the person he is today.

"We would be working until 11, 12 o'clock at night and then have to get up and go to school the next day, but it was the family way. You had to do it. It was part of life. It was part of the family," said Anthony Di Rienzo, Di Rienzo Bros. Bakery Owner.

However, Di Rienzo says he wouldn't have it any other way.

In the 80s, Di Rienzo and his brothers added a deli, featuring homemade sandwiches and old fashioned pizza, as well as their famous fish fry.

He says in the days of supermarkets and large chain stores, it's the atmosphere that's been drawing customers back for more than a century.

"It's more personal between business and customers. I have a lot of customers come in and say, 'we come in to see you.' We know them. We talk to them. It's more personal and hands on," said Di Rienzo.

When driving through the city it's hard to miss the historic old delivery truck hanging above the deli.

Di Rienzo says what started originally as an idea to draw in more customers has turned into a landmark for the entire city of Binghamton.

"My brother Louie was really ahead of his time with his ideas. He said let's put it on a pole, and it got to be one of the icons of Binghamton. It's even a location mark. I'd say to you, 'you know where the truck on the pole is,' yeah, I'll meet you there. It helped us. It was a really good advertising call," said Di Rienzo.

And years later, relatives are proud to see the family tradition live on.

"My uncle had told me after my father passed on, he was proud that all he did over the years didn't go to the roadside, that you guys picked it up," said Di Rienzo.

In 2013, Di Rienzo was diagnosed with cancer, but says it was his customers and his business that kept him fighting.

"I started at six-years-old. I'm still here doing it and it's part of me and part of my ways," said Di Rienzo.

And it's those ways that have kept Di Rienzo brothers bakery a city tradition for multiple generations.

Di Rienzo Brothers Bakery fries more than one thousand pounds of fish during the Lenten season alone.

They are open seven days a week.