R.J. “Bob” Lee opened The Big Texan Steak Ranch in Amarillo in 1960, on Route 66. The restaurant is still owned by the Lee family, now in its third generation.
The 72-ounce challenge
The restaurant’s best-known tradition is the 72-ounce steak challenge. Finish a 72-ounce sirloin with traditional sides within one hour, and the meal is free. If you do not finish, you pay. The restaurant says the challenge began in 1960 with a bet. It reports more than 3,000 attempts a year and a success rate of roughly 10 percent.
A roadside landmark
The Big Texan Cowboy sign, which went up in 1970, is a Route 66 landmark visible for miles.
Know before you go
- Address: 7701 Interstate 40 Access Road, Amarillo.
- Check the restaurant’s website for current challenge rules, hours and reservations.
The Big Texan shows how one memorable idea, and one family, can define a roadside business for generations.
Featured photo: Big Texan bull sign by John Margolies, Library of Congress, public domain, via Wikimedia Commons.