“I’m so hungry, I could eat the whole darned cow.” This one proclamation, made back in 1960 by a hungry cowboy after a long day of hard work, was all it took for the 72-ounce steak to make its debut. Featured at The Big Texan Steak Ranch in Amarillo, Texas, the 72-ounce steak is legendary among travelers around the world. Those who have made their way across the Texas panhandle, driving along the seemingly never-ending Route 66, are all-too familiar with this notorious steak.
Opening its doors in the early 1960s, R.J. “Bob” Lee had a vision to create a restaurant that offered more than just tasty meals. Lee had moved from Kansas City, Mo., in the late 1950s and soon was enamored with all that Texas had to offer. Working as a food purveyor at the nearby airport, Lee decided it was time to bring the infamous Texas cattle to the dinner table for all to enjoy. He had a family history linked to the four-star Savoy Grill in Kansas City and was no stranger to the kitchen. With a love for Texas and a longing for a place to grab a good slab of meat, in addition to his “come one come all” attitude, Lee hoped that others would soon share his passion.
A true cowboy at heart, Lee understood the importance of maintaining the rich culture that the Texas panhandle had to offer. Keeping with a rustic, ranch-like ambiance, it didn’t take long for The Big Texan Steak Ranch to become the talk of the town. Cowboys quickly received word of the quality steaks cooked over an open flame, while travelers and migrating families began to take a load off at the restaurant marked by the oversized cowboy standing beside the building (a landmark still standing today). Little did Lee know that one day, nearly half-a-million people a year would stop in to enjoy the food.
Shortly after The Big Texan came to life, the now-revered 72-ounce steak was created and then devoured. Back then, cowboys made a living by working sun up to sun down at local ranches. When they had time to venture into town, they would bring their large appetites to Lee’s restaurant. It was during one of those typical evenings that an extremely hungry cowboy uttered the legendary words that put The Big Texan on the map.
Upon hearing the cowboy’s proclamation that he was so hungry he could eat “the whole darned cow,” Lee stepped up to the plate. Cooking up a 1-pound steak, Lee quickly realized he would have to do better than that if he was going to satisfy the hungry cowboy. When the last bite was swallowed, the cowboy had consumed 4.5 pounds of meat.
With that, the 72-ounce steak challenge was on. Lee declared that from then on, the meal would be free to anyone able to finish it within one hour. However, as if having to down the 72-ouncer wasn’t enough, try adding shrimp cocktail, salad, a baked potato and a roll and you have a challenge that would force even the toughest competitors to loosen their belt a notch or two. Nevertheless, the allure of The Big Texan only grew from there.
As word of the challenge spread across the country, the steak ranch’s popularity grew, so much so that in 1978, the family added on a motel modeled after a western town, giving travelers a place to stay as they passed through. With the growing popularity and new business venture, the responsibility of keeping the allure alive and unrivaled heightened. In 1990, the mastermind behind the renowned eatery passed away, leaving the steak ranch to his wife and eight children.
With the passing of the torch, it was now up to Lee’s family to determine what the future would hold. While the entire family had a vested interest – childhood memories were filled with staying at the restaurant most days and nights – three of the children in particular stepped up to the challenge. Since many of the children already had established careers, it was decided that Bobby, Danny and Diane would take control. While Bobby would concentrate on the marketing aspect, Danny decided to focus on the food and beverage side of the restaurant, with Diane managing the motel. With family support and determination to keep a father’s dream alive, it seemed inevitable that the business would prosper for years to come.
In order for the steak ranch to continue down its road of success, Bobby felt it was important to fully understand his father’s vision to ensure he carried it out. “The Big Texan is really put together through other people’s eyes, as others see Texas and all that it ought to be,” says Bobby, who also believes the 72-ounce challenge is only the tip of the iceberg. “There’s a certain magic and mystique about The Big Texan that keeps travelers coming back. It’s more about the 'wow' factor. The Big Texan truly embodies the Texas spirit and sense of adventure that people are looking for when they come to this great state.”
To more fully understand the mystique as Bobby describes it, picture driving along the desolate 197-mile strip of the Texas panhandle toward Amarillo. Decorating the bleak backdrop of Route 66 are countless billboards challenging travelers to mosey on into The Big Texan Steak Ranch, offering the 72-ounce steak free to anyone who can finish the meal within one hour. As intrigue sets in, far off into the distance you see The Big Texan beginning to take shape. Naturally, after being teased by the billboards for the past two days, you are excited as you pull up to the brightly colored building, which contrasts nicely with the flat, barren route you have driven along for so long. You have just pulled into “a cowboy Mecca oasis,” as Bobby calls it. “This is the real deal and as soon as you see it, you know it’s genuine and just can’t be duplicated.”
Enamored with all that The Big Texan Steak Ranch has to offer, countless travelers have entered it, determined to leave with a free meal. Surprisingly enough, the success rate is fairly high. According to Bobby, one out of every six who attempt the challenge complete the meal within the allotted time. With roughly 42,000 people stepping up to the plate since opening its doors, 7,000 have backed away from the table stuffed but victorious. “You never can quite judge who will be able to finish the meal,” says Bobby. “I’ve seen a 134-pound man eat two, so I never question anyone who comes in wanting to participate in the challenge.”
So, as The Big Texan Steak Ranch continues to be held in high regard among travelers, one wonders: What keeps people coming back for more? “We want to make sure this is not just another stop along the way, but part of the actual journey,” says Bobby. Is it the ever-so-enticing 72-ounce challenge forcing stomachs to stretch to the limit, or does the Big Texan Steak Ranch offer something more? Perhaps it’s the allure of exploring one’s inner cowboy by stepping back into the old west for a while. Whatever it may be, stop in, take the challenge and see for yourself.
