THE BRONX - A landmark diner in the Bronx is thriving after more than 40 years.

George Arsenis, 77, owns the Rainbow Diner at White Plains Road and Pelham Parkway.

The Greek-born Bronx resident opened the restaurant with his wife, who still makes the cheesecake. His son just graduated college, but still comes in to help.

Arsenis has a staff of 14 and is still open 24 hours.

Whether it is the burgers, cheese steaks, or old cash register that keeps people coming back, Arsenis plans to stay for a very long time and has no desire to retire.