A big cow at the Big Texan Steak Ranch in Amarillo, Texas. In 1961 the Big Texan Steak Ranch opened, claiming to serve the largest steak in Texas. But simply serving the largest steak wasn’t enough, Lee soon began promoting a Free 72 ounce Steak Dinner if customers could eat the whole thing in less than an hour. It wasn’t long before the promotion gained national attention and travelers thinking of Amarillo, immediately associated it with the Texan Steak Ranch, making the restaurant a "must stop” for travelers of the Mother Road. Photo by Kathy Weiser-Alexander.