This Iconic Amarillo Restaurant’s 72oz Steak Is Free If You Finish It In 60 Minutes (Most People Can’t)

Big Texan Steak Ranch, Texas

Back in 1960, a man named Bob Lee had a dream to bring real Texas flavor to life. He set up shop on Route 66 in Amarillo, with a bright yellow building and a tall cowboy sign that soon became a must-stop spot.

When a hungry cowboy bragged he could eat “the whole cow,” Bob cooked up a 72-ounce steak meal and made a bold offer: finish it all in an hour, and it’s free. That bold bet turned into a Texas legend that’s still going strong today.

The Steak Odds Are Against You

Now about 3-4 brave souls try the challenge every day. Your chances of finishing? About one in nine overall, but if you’re a woman, your odds improve to about one in two. The current champion is Molly Schuyler, a 120-pound mother of four who managed to eat three complete challenge meals in just twenty minutes.

A Weekend Beer Law Saved the Whole Business

R.J. Lee made what seemed like a small decision in 1964 when he bought 7 acres east of Amarillo city limits. He needed the land for a weekend beer tavern called the Outpost because Amarillo laws didn’t allow alcohol sales within city limits on weekends.

That simple business move ended up saving the entire restaurant when Interstate 40 replaced Route 66 as the main road through town. The restaurant moved to this property in 1970, unlike many Route 66 businesses that had to close when the new highway bypassed them.

The Restaurant Sign Flew Through the Sky

When the Big Texan needed to move from Route 66 to Interstate 40 in 1970, they turned it into a spectacle by flying their giant cowboy sign to the new location using a helicopter.

Locals still talk about watching that enormous sign soaring through the air while news cameras rolled. The stunt brought in huge crowds and press coverage during what could have been a tough transition.

The Fire That Made Everything Bigger

Bad luck struck in 1976 when fire damaged the west wing of the restaurant and destroyed about $100,000 worth of irreplaceable antiques and collectibles that gave the place its unique character. Instead of scaling back, the Lee family built an even bigger restaurant by 1977, transforming a disaster into an opportunity for growth.

The new building added more seating, bigger kitchens, and a better layout. They also installed better fire safety systems while keeping the yellow and blue colors everyone recognized.

Texas Foods Most Tourists Never Try

You probably know about the steaks, but have you tried the regional specialties like buffalo burgers and calf fries? Those deep-fried bull testicles are an authentic Texas delicacy many visitors never discover.

The hand-breaded chicken fried steak has locals coming back regularly, and the mesquite-smoked barbecue ribs come with sauce made in-house. When available, you can also try specialty game meats.

The appetizers come in portions big enough to share, including jalapeno poppers, fried pickles, and beer-battered onion rings.

Even the salad dressings are special, following the same recipes since the 1960s.

You Can Swim Across Texas in This Pool

Next time you stay at the 54-unit Big Texan Motel, pack your swimsuit for one of the most unusual pools in America, shaped exactly like the state of Texas.

The designers paid attention to detail, making the southeast “Gulf Coast” area deeper than the northwest “Panhandle” section. Built in 1983, this pool has become a favorite photo spot for visitors.

At night, underwater lights outline the shape, creating a glowing Texas map you can see from your room or even from highway overlooks.

Buried Volkswagens Make Great Photos

When you visit in 2025, check out the newest attraction, Slug Bug Ranch, where colorfully painted Volkswagen Beetles are buried nose-first in the ground, similar to Amarillo’s famous Cadillac Ranch.

Each Beetle has unique Western decorations, and you can add your own temporary artwork using chalk markers provided on site. This free attraction includes panels with Route 66 history and makes for great photos.

They Brew Beer Just for Their Steaks

The Big Texan makes its own beer right on the property. Their brewery crafts drinks specifically designed to go well with their famous steaks, ranging from light raspberry wheat beer to rich whiskey barrel-aged stout.

As one of the first breweries in Amarillo, they now make over 12 different styles, including seasonal options like Oktoberfest Lager and Pecan Porter. You can try them in the beer garden or brewery taproom.

Entertainment Between Bites

Your meal comes with a side of Western entertainment, including live music from musicians who walk around the dining room, a shooting gallery with replica Western guns, and old-fashioned slot machines you can play just for fun. If you visit on Tuesday nights, catch the award-winning Big Texan Opry featuring country western performers from the region.

During busy seasons, actual cowboys demonstrate rope tricks and share stories about ranch life. In the gift shop, local artisans sometimes show how they make leather goods and wood carvings.

The Only Steakhouse With Horse Parking

If you travel with your horse, the Big Texan has you covered with 28 well-kept stalls next to the motel. This unusual feature lets you keep your horse nearby during your stay.

Each stall comes with good bedding, water facilities, and secure gates. You also get access to riding areas and nearby trails. Staff members who know about horses can help with basic care needs.

Visiting the Big Texan Steak Ranch

You’ll find it at 7701 East Interstate 40, Amarillo, TX 79118, easily visible from the highway with its bright yellow exterior.

The restaurant operates daily from 10:00 AM to 10:30 PM, seven days a week, including holidays. Take advantage of their free limo service in those distinctive longhorn-adorned Cadillacs from area hotels, RV parks, and truck stops. Just call ahead to arrange pickup.

There’s no fee to enter the restaurant or see the attractions. The 72oz steak challenge costs $72 if you don’t finish in time, but it’s free if you complete it within one hour.