72 Ounces of Texas Legend: The Big Texan Steak Ranch

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The Big Texan Steak Ranch

The iconic yellow facade of Amarillo’s most famous landmark.

The Backstory

Opened in 1960 by R.J. "Bob" Lee, The Big Texan Steak Ranch originally sat on the legendary Route 66. It was designed to represent the "Bigger is Better" spirit of Texas. When Interstate 40 opened and bypassed the old route, the entire building was moved by truck to its current location in 1970 to stay in the path of hungry travelers.

The restaurant is world-renowned for the 72oz Steak Challenge. The tradition began when Lee decided to see which of his cowboy customers could eat the most. One hungry hand ate 72 ounces in an hour, and Lee declared: "From now on, anyone who can eat that much in an hour gets it for free." Since then, tens of thousands have tried, but only a fraction have succeeded under the watchful eyes of the digital timers.

📍 At a Glance

  • Location: 7701 I-40 East, Amarillo, TX 79118
  • Region: Panhandle
  • Typical Timeframe: 1.5 to 2 hours (longer if you're watching a challenge)
  • Must See: The live rattlesnake in the lobby and the shooting gallery.

Beyond the Steak

While the steak is the star, the Big Texan is a full-blown roadside carnival. It features a motel designed to look like a main street in the Old West, a horse hotel for travelers with trailers, and a giant souvenir shop. Even if you aren't brave enough to tackle the 4.5-pound steak, the atmosphere—complete with strolling musicians and a massive yellow cowboy sign—is worth the detour off I-40.

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