R.J. "Bob" Lee opened The Big Texan Steak Ranch in Amarillo, Texas, in 1960. It sat on Route 66 and soon became famous for great steaks and shopping.  It was also famous for the towering cowboy sign.

Not too long after the business opened, Bob began offering a free 72-ounce steak to anyone who could eat it in less than an hour.

In the early 1970s, the Interstate moved the traffic away from Route 66. Bob purchased land next to the Interstate and built a new, larger restaurant. The famous sign was moved with the assistance of a helicopter and placed at the new location.

In 1976, a fire destroyed most of the restaurant. It was quickly rebuilt.

Today, the business includes the famous restaurant, a brewery, a motel designed to look like an Old West Main Street, and a gift shop.