{"id":97380,"date":"2026-01-12T16:07:12","date_gmt":"2026-01-12T16:07:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ny\/97380\/"},"modified":"2026-01-12T16:07:12","modified_gmt":"2026-01-12T16:07:12","slug":"bronx-mcdonalds-owners-kick-off-the-new-year-with-three-kings-day-celebration-bronx-times","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ny\/97380\/","title":{"rendered":"Bronx McDonald\u2019s Owners kick off the new year with Three Kings Day Celebration \u2013 Bronx Times"},"content":{"rendered":"

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South Bronx leaders join McDonald\u2019s owners Tony Rodriguez and Joseph Guerriera for their annual Three Kings Day celebration, also known as D\u00eda de los Reyes. <\/p>\n

Photo by Jewel Webber<\/p>\n

South Bronx McDonald\u2019s owners Tony Rodriguez and Joseph Guerriera hosted their annual Three Kings Day celebration, also known as D\u00eda de los Reyes. The event was packed with community members, families and loved ones to commemorate the new year.<\/p>\n

Three Kings Day is celebrated 12 days after Christmas and is referred to as the Epiphany<\/a>. The holiday celebrates the day the three wise men \u2013also known as the Magi\u2013 who first saw baby Jesus and brought him gifts. Mexico, Spain, Puerto Rico, Uruguay, and other Spanish-speaking countries celebrate the holiday.<\/p>\n

Tony Rodriguez owned this McDonald\u2019s location for 35 years and viewed this event as a way to give back to his community through the children. Three Kings Day is one of their biggest events during the holidays which they\u2019ve hosted for over 20 years.<\/p>\n

\u201cIt\u2019s a great celebration because a lot of kids don\u2019t know the tradition and culture. I was born and raised in Puerto Rico, and I was born with Three Kings Day,\u201d Rodriguez said.\n<\/p>\n

He said despite his parents becoming a little Americanized, he would receive a small gift for Christmas, but an even bigger gift for Three Kings Day.\n<\/p>\n

\u201cAnd we [his siblings] used to go up in the hills and collect grass and put it in a shoebox, so that the camels would feed,\u201d Rodriguez said. \u201cThe kids here [in America] leave cookies and milk for Santa, we used to leave grass for the camels and our parents would take the box and put a gift in the box. It\u2019s a beautiful celebration.\u201d<\/p>\n

\"\"South Bronx McDonald\u2019s owners Tony Rodriguez and Joseph Guerriera gathered with local families and children to host their annual Three Kings Day celebration. Photo by Jewel Webber<\/p>\n

Rodriguez told the Bronx Times that he hoped his children would continue on his tradition and learn more about their traditions.<\/p>\n

\u201cEspecially the giving part,\u201d he said. \u201cIt\u2019s not only about taking, but giving and sharing with others.\u201d\n<\/p>\n

Bishop Ebony Kirkland was in attendance with her fellow chaplains from the Worldwide Association of Small Churches<\/a>. She\u2019s also president of the Bronx Hispanic Chamber of Commerce. In partnership with Tony Rodriguez, she\u2019s been co-hosting this event for over 20 years.<\/p>\n

\u201cWe pray that the children understand the story behind the giving of the Three Kings. The Three Kings came to give homage to a baby that came to free the world,\u201d Kirkland said.\n<\/p>\n

\u201cWe pray that they understand that even at Christmas, when we have all this giving, it\u2019s not just about giving toys. It\u2019s about giving love, companionship, family and unity.\u201d\n<\/p>\n

Belkis Lora, CEO of the Grand Slam Foundation<\/a> \u2013an organization dedicated to empowering children and youth by connecting them to sports, supportive programs and services\u2013 attended the event with kids she works with who received toys and learned more about Three Kings Day.<\/p>\n

\u201cIt\u2019s a tradition that we\u2019ve had since we were kids and it was so wonderful to wait at night time for the gifts. It was so much happiness growing up with that tradition,\u201d Lora said. \u201cThree Kings means a lot to me and I will always help to make sure that our kids grow up keeping that tradition.\u201d<\/p>\n

\"\"Borough President Vanessa L. Gibson joined community members to join South Bronx McDonalds owners Tony Rodriguez and Joseph Guerriera in celebrating Three Kings Day. Photo by Jewel Webber<\/p>\n

Lenny Encarnacion attended the event with her 8-year-old son who received a Crayola set during the gifting portion.<\/p>\n

\u201cMy son is having a good time. He got to learn more about the Three Kings [story] and he\u2019s like \u2018Mommy, that is so beautiful,\u2019\u201d Encarnacion said. \u201cI got the time to explain to him what it is\u2026 These types of events are reinforcing the culture.\u201d<\/p>\n

Encarnacion said that the holiday is something she hadn\u2019t regularly been celebrating and now she\u2019s able to share it with her son for the first time.\n<\/p>\n

\u201cI know from today and on, it\u2019s something that he will never forget,\u201d she said.\n<\/p>\n

Reach Keke Grant-Floyd at keiwana.grantfloyd19@gmail.com<\/a>. For more coverage, subscribe to our newsletter<\/a> and follow us on Twitter<\/a>, Facebook<\/a> and Instagram<\/a>!<\/p>\n

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