A legendary Texas steakhouse is taking its stomach-churning eating challenge on the road as part of a Route 66 tour celebrating the iconic highway's 100th anniversary.
Big Texan Steak Ranch has long been a roadside icon, famed for its massive 72-ounce steak challenge - a feat of eating that has attracted fearless diners for decades. Over recent years, the restaurant's challenge has exploded in popularity thanks to viral TikTok food influencer videos, eager to showcase the task for their millions of followers.
The eating challenge traces its roots back to restaurant founder Bob Lee, who once invited a group of cowboys to an all-you-can-eat feast for $5 each. The winner devoured four-and-a-half pounds of steak, plus a baked potato, salad and roll - a legendary meal that set the basic parameters for the restaurant's famed contest.
Today, Big Texan Steak Ranch serves a 40-day-aged, 72-ounce top sirloin steak priced at $72, promising diners their money back if they can finish the entire meal within an hour. The challenge comes with strict rules: participants cannot stand up, leave the table or let anyone else touch their food. And perhaps most importantly, they are not allowed to throw up - though contestants are told to 'use the container provided' if necessary.
One concession is that participants don't have to eat the fat, but the judges overseeing the challenge will make the final call on if enough has been consumed. Second-generation owner Bobby Lee told SF Gate that the challenge has been taken on the road before, but this would be the first time it was going to California.
'Is everything really big in Texas? Absolutely,' Lee said. 'Here's a 72-ounce steak. You've got an hour. Get to eatin', quit talkin'. It's a true Texas experience,' he said.
The tour starts in California and proceeds to Chicago, Illinois, as part of the celebration of Route 66's 100th anniversary - with planned stops in Santa Monica on June 4, Pasadena on June 6, Barstow on June 7 and Needles on June 8.
Lee said that around 17 or 18 people try the challenge every night. A whopping 99,208 people have attempted the challenge in total, with a completion rate of only 12 percent, according to a posting on the restaurant's website on December 5, 2025. Some surprising famous contenders have tried the challenge, including Andre the Giant. 'He was so big we had to let him in through the back door. He couldn't finish it, but then we had a 120-pound housewife from Florida come in and eat three of the steaks,' Lee said, referring to professional eater Molly Schuyler, who holds the current record for the steak challenge.
Despite the iconic spot's more obscure location along Route 40 in Amarillo, Texas, the challenge has brought a new life to the establishment since going viral on TikTok. It has drawn in famous guests to try the challenge including Andre the Giant. Will Ferrell also stopped by the establishment for his road trip documentary.
The iconic spot is located on I-40 in Amarillo, Texas, and the challenge has brought a new life to the establishment since going viral. Lee said thousands of people worldwide have come to Amarillo to attempt it, and thousands more tune in when livestreams are held by their favorite influencers.
'We're truly in the middle of nowhere,' Lee said. 'You know, the meat only costs us $27, $28. We really want people to win because that person is going to pound their chest and tell all their friends about it. There's more marketing value in that than someone not finishing it.'
