If you have ever driven Interstate 40 across the Texas Panhandle, you have seen the signs long before you see the building. The Big Texan Steak Ranch in Amarillo has been daring hungry travelers to eat a 72-ounce steak for decades, and it has turned that dare into one of the most famous roadside stops in the country.
Whether you are planning to take the challenge or just want a good steak and a show, here is what to know before you pull off the highway.
From Route 66 to Interstate 40
The Big Texan opened in 1960, when R.J. “Bob” Lee set up shop along Route 66 in Amarillo. When the interstate came through, the restaurant moved in 1970 to its current spot on I-40, and its towering cowboy sign made the move with it. The restaurant still describes itself as a family business, now more than 65 years in.
The building itself is pure Texas theater: a bright yellow, Old West-style storefront, a big gift shop stocked with Route 66 and Amarillo souvenirs, and a dining room full of mounted trophies and long tables. Next door, the Big Texan’s motel and horse motel keep the frontier theme going, and there is an on-site brewery with its own house-made beers.
How the 72-ounce steak challenge works
The deal is simple and a little terrifying. You get one hour to finish the entire meal. According to the official challenge rules, that means the 72-ounce steak plus a shrimp cocktail, a baked potato, a salad and a roll with butter. Finish all of it in time and the meal is free. Fall short and you pay $72.
A few of the rules worth knowing before you sit down:
- You pay up front, and the money is refunded if you win.
- You may cut and taste one bite before the clock starts. After that, the timer does not stop.
- Once you start, you cannot stand up or leave your table, and nobody else can touch, cut or help with your food.
- Getting sick ends the attempt, and you lose.
- Eating the fat is optional, but the judges will look.
- If you do not finish, you can take your leftovers home, but you cannot share them in the restaurant.
No reservation is needed to attempt the challenge, and attempts are taken during regular business hours. Challengers eat in the main dining room under a big countdown clock, so expect an audience. The restaurant also runs a live stream of the dining room, which means friends back home can watch you struggle in real time.
Who actually finishes it
Not many. Texas Monthly has reported that around 100,000 people have tried the challenge and roughly 10,000 have finished, which works out to about one in ten. The Big Texan lists competitive eater Molly Schuyler as the current record holder, at 4 minutes and 22 seconds, and she has also put away three of the full dinners in under 20 minutes.
Even if you have no intention of trying it, the challenge is a big part of the fun. Grab a table with a view of the stage and cheer on whoever is up there.
If you are just there for dinner
Plenty of folks skip the challenge and order off the regular menu, which includes steaks in far more reasonable sizes. The restaurant notes that ordering the 72-ounce steak without taking the challenge actually costs more than the challenge price, so if you want the full slab, you might as well go for it.
Wait times depend on the season and the day. The Big Texan says waits can run anywhere from about 10 minutes to an hour, and it takes same-day reservations by phone.
Make a Panhandle day of it
The Big Texan pairs naturally with Amarillo’s other Route 66 stops. Cadillac Ranch, the row of half-buried, spray-painted cars west of town, is an easy drive across the city, and our guide to Cadillac Ranch and Route 66 in Amarillo covers how to visit. Amarillo is about two hours north of Lubbock and roughly five and a half to six hours northwest of Dallas-Fort Worth, so many travelers make it a stop on a longer I-40 run.
Good to Know
- Where: 7701 I-40 East, Amarillo, TX (Potter County), on the north side of the interstate.
- Hours: The restaurant’s FAQ lists 10 a.m. to 10:30 p.m. Call ahead to confirm.
- Phone: (806) 372-6000. Same-day reservations only.
- The challenge: $72 if you fail, free if you finish the full meal in one hour. No reservation needed to attempt it.
- Also on site: Gift shop, brewery, motel and horse motel.
Hours, dates and prices can change. Check the Big Texan website before you head out.
Win or lose, a stop at the Big Texan is a rite of passage for anyone crossing the Panhandle. Come hungry, bring a camera, and decide at the door whether today is the day you take on 72 ounces.
Featured photo: Billy Hathorn at English Wikipedia via Wikimedia Commons, CC BY-SA 3.0.
