NYC radio host pranked with fake roach

They got him good.

Friends of KTU 103.5 FM's Paul Cubby Bryant pulled off an epic prank on the morning radio host at a restaurant in lower Manhattan.

On Wednesday, Bryant was sent running with roast beef sandwich in hand after a friend pointed out a "roach" was on his plate.

Another friend who was recording the whole thing from a nearby table can be heard laughing at the freaked-out radio personality.

Bryant posted the video to his Instagram page with the caption: "So this happened yesterday. I was eating a roast beef sandwich at a local bar I frequent in Manhattan, little did I know that my drinking buddy Billy put a fake/plastic cockroach underneath the sandwich. Here's what happened when I saw it."