A donut shop in Amesbury, Mass., witnessed an incredible string of customers “paying it forward” — and forward, and forward, and forward.

A total of 55 customers came through Heav’nly Donuts’ drive-thru on Saturday offering to pay the bill of the person behind them, CBS Boston affiliate WBZ reported.

The chain of generosity began after a stranger paid for Eileen Taylor’s drink on Friday. When she went back the next day committed to do the same for someone else, she started a trend.

“After that it was like, oh we’re three cars deep, four cars deep, and after about the 15th car I started letting the customers know, ‘Hey, we’re 17 cars in, you can either keep it going or you can take your coffee and go. Either way it’s your choice,’” a Heav’nly Donuts clerk told the station.

Wendy Clement, the shop’s manager, told the Christian Post that the chain eventually ended an hour and a half later -– but only because no one else was in line.

“It was fantastic,” Clement added. “The generosity was unbelievable.”

H/T msnNOW