The Big Texan Steak Ranch: A Route 66 Legend in Amarillo
In the heart of the Texas Panhandle, where the plains stretch wide and the spirit of the Old West lingers in the air, stands one of the most iconic stops along historic Route 66 — The Big Texan Steak Ranch in Amarillo, Texas. With its towering cowboy signage, kitschy Western charm, and the world-famous 72-ounce steak challenge, the Big Texan is more than a restaurant; it’s a roadside institution with a larger-than-life history rooted deep in the Route 66 legacy.
The Origins of the Big Texan Steak Ranch
The Big Texan Steak Ranch was founded in 1960 by R.J. “Bob” Lee. A true showman and businessman, Lee had a vision of creating a steakhouse that captured the bold, brash spirit of Texas while serving hearty portions to hungry travelers along the Mother Road. The original location was right on Route 66, the main east-west artery for cross-country travelers during the golden age of American road trips.
R.J. Lee’s flair for the dramatic was evident from the beginning. He launched the now-famous 72-ounce steak challenge to attract attention and drum up business. The premise was simple and outrageous: eat a 72-ounce steak dinner — including shrimp cocktail, baked potato, salad, roll, and butter — in under an hour, and it’s free. Otherwise, pay the price. It wasn’t long before the challenge gained national fame, drawing in curious eaters and competitive souls from around the globe.
Signs in the Big Texan lobby tell about the 70oz Steak Winners and the World Records held by individuals who eat the 70oz steak meal in record time.
The History of the Big Texan Steak Ranch
March 1960 – R.J. Lee opened the Big Texan, a western themed steakhouse at an old Bar-B-Q location on Route 66. It featured a cowboy greeting guests and a 60 foot tall neon cowboy sign.
November 1960 – The Big Texan starts a 1 hour Steak Challenge; a steak eating contest that featured 12 contestants competing for a $60 prize and bragging rights for the one who can eat a 4-1/2 pound (72oz) steak, baked potato, salad, shrimp cocktail and a roll. Anyone who can eat it all in one hour gets it for Free.
September 1963 – Bill Klondike, a 445 lb professional wrestler eats two 72oz steak dinners in one hour.
June 1964 – Amarillo liquor laws prohibited sales inside the city limits on weekends, so R.J. Lee purchased seven acres of land on the old Dallas highway which was several miles east of the city limits. Hi opened a weekend beer tavern called the Outpost.
September 1969 – R.J. Lee found a way to raise money to financing to move and rebuild the Big Texan to the previously purchased land outside the city limits.
April 1971 – The new location continued the famed 72oz steak challenge. It also featured strolling musicians, a gift shop, old west saloon and nostalgic Route 66 and early Panhandle memorabilia. The outside featured the rustic western saloon look.
July 1976 – Much of the Big Texan was destroyed by an early morning fire. The main dining room, gift shop, and much of the original antiques, artifacts, and furniture from the original Route 66 location was lost. The 300 seat banquet all survived and served as a temporary location until the main dining room was rebuilt.
January 1978 – The Big Texas was rebuilt as a two story dining hall with seating for almost 500 guests, a huge gift shop, arcade, and several elements from the original Big Texan. Challengers for The 72oz Steak Challenge were now seated at tables on a raised stage in the middle of the dining room so that everyone in the dining room could see the contest taking place.
November 1983 – The Big Texan Motel was added across the parking lot from the steakhouse. It featured old west style decor and a Texas shaped swimming pool.
February 1990 – Founder R.J. Lee passed away and his sons, Bobby and Danny take over the business which continues to this day.
January 1993 – Today – The Big Texan continued to expand its offerings including strolling musicians and dinner shows, the Big Texan Opry, brewing their own craft beer, and the opening of the Amarillo RV Ranch. Several Hollywood movies have been filmed at the Big Texan.
A Move to I-40 and Staying True to Route 66 Roots
By the late 1970s, construction of Interstate 40 — which bypassed many small Route 66 towns and businesses — threatened to leave the Big Texan behind. Rather than fight the tide of modern transportation, the Lee family relocated the Big Texan to I-40 in 1970, just a few miles down the road from its original location.
While no longer directly on the original Route 66 alignment, the Big Texan remained a beacon for nostalgic travelers, road-trippers, and lovers of Americana. It proudly embraced its Route 66 heritage, becoming one of the few attractions to survive the decline of the Mother Road — and thrive in the new era of interstate travel.
The steakhouse became a Route 66 time capsule, decked out in Wild West décor, complete with a motel, gift shop, live entertainment, and even a giant fiberglass cow and cowboy boots outside to welcome travelers. For many, stopping at the Big Texan became a rite of passage on the Route 66 journey.
The Big Texan Today
Now run by the sons of founder Bob Lee, the Big Texan continues to operate as a family business, keeping the tradition alive while adapting to modern times. The restaurant has expanded to include a brewery, motel with themed rooms, and even limousine rides from local hotels in a longhorn-adorned Cadillac.
Despite the changes, the spirit of the original Big Texan is alive and well. Its enduring popularity is proof that a well-cooked steak, a dose of showmanship, and a deep respect for roadside Americana can withstand the test of time.
Inside the Big Texan Steak Ranch
Inside the lobby of the Big Texan is a large gift store with all sorts of Texas Panhandle and Route 66 memorabilia.
There is also a fun shooting gallery.
Inside the Big Texan Dining Room
The Big Texan Dining room include two floors. The first floor features a raised stage area near the center where those wishing to try the 70oz Steak Challenge sit to eat their meal. There are digital timers behind them that mark how long it is taking them and whether or not they will be able to eat the meal within one hour.
There are also musicians strolling around the dining room and playing a variety of music for the guests.
A Route 66 Road Trip Must-Stop
For travelers seeking an authentic slice of Route 66 — complete with neon signs, cowboy hats, hearty meals, and quirky challenges — the Big Texan Steak Ranch is a must-stop experience. It bridges the past and present of America’s most iconic highway, reminding visitors of the heyday of road trips and the enduring legend of the American Southwest.
The Big Texan Steak Dinner and Cesar Salad.
Whether you’re there to attempt the 72-ounce steak challenge, take in the spectacle, or just soak in the nostalgia of Route 66’s glory days, the Big Texan promises a Texas-sized memory you’ll never forget.
Final Notes:
The Big Texan Steak House is an Amarillo institution that has been delighting diners since 1960 with its mouth-watering steak dinners! Not only is this eatery renowned for its delicious food but also for its famous 72 Oz steak challenge where patrons have one hour to consume an entire steak dinner or else they have to pay for it! Whether you’re looking for some good eats or just want to experience a piece of Texas history; The Big Texan Steak Ranch is definitely worth checking out!
The Big Texan Steak Ranch remains one of the most famous and enduring attractions along Route 66, celebrated not only for its food but for its lasting contribution to American roadside culture. It’s living proof that everything really is bigger in Texas — especially the steaks and the stories.
