It's not that $10,000 isn't an adequate lure when Vallejo native Joey "Jaws" Chestnut defends his title Friday in Nathan's Famous Fourth of July Hot Dog Eating Contest in Coney Island, N.Y.

It's just that the 24-year-old San Jose State University student can't stomach losing, especially to Japanese rival Takeru Kobayashi.

"He goes to win," said Joey's mom, Alicia Chestnut. "He doesn't just go for the fun of it. He's very competitive and he is a little bit worried about Kobayashi, who plays to win, too."

Mother Chestnut isn't revealing how many dogs her son put away earlier this week in training for the event that's televised live at 9 a.m. on ESPN. But it's unlikely Chestnut can outdo his record 66 hot dogs, if only because the 12-minute chow time has been reduced to 10 minutes for broadcasting's sake.

Still, mom insisted, "I think 66 will fall."

While Joe's mom and dad, Merlin Chestnut, remain home in Vallejo, a handful of relatives will be on hand in person as the International Federation of Competitive Eating's No.1 ranked eater in the world sits down and goes face-to-bun with a plateful of wieners.

"I can't watch for all 10 minutes," mother Chestnut said. "It's kind of scary."

It's probably a good thing she's staying home. During one of her son's asparagus-chomping championships, she hollered, 'Do it for Momma!' and Joey "almost choked," she said. "I didn't hear the end of that. That's why I didn't go to New York. You never know what I'm going to say'

Joey Chestnut was just another engineering student at San Jose State University when he decided to try his hand - and mouth - at competitive eating in 2005. He won Rookie of the Year. Two years later, he whipped previously rated No. 1 Kobayashi in the hot dog contest.

Chestnut's won the asparagus and rib-eating championships three times and has dominated almost every chicken wing contest. In only eight minutes, he put away 103 Krystal hamburgers and, in 10 minutes, scarfed 47 grilled cheese sandwiches.

Yes, his mom said, it's a bit overwhelming sometimes thinking what her son - born 8 pounds, 10 ounces - can do with a plate of food.

"When he first starting competing, his brothers Paul and Lucky said they could do better," Alicia Chestnut said. "But they couldn't. He's the undisputed champion in our house in eating."

While mom winces when her son's grimacing on the last dogs, there's always the financial side of victory. Even a runner-up finish will net $5,000 Friday.

"He's managed to put a lot of money away for himself," said Mom, hoping her son's reign ends soon.

"We were hoping last year was his last," she said.

When the Nathan's event is over, Joey's headed to Oregon for a ribs contest. Then it's off to Singapore for another battle against Kobayashi to see who can eat the most fishballs.

When Chestnut wrestled the title from Kobayashi last year, it broke a string of six straight Coney Island victories by his diminutive foe.