For Immediate Release                                                                                                                October 25,  2003
For Information: Burt Rutherford at TCFA (800) 299-8232
                           Bobby or Danny Lee at The Big Texan (806) 372-6000

 THE BIG TEXAN STEAK RANCH WINS BEEF MERCHANDISER AWARD

             A long history of beef promotion, coupled with a dedication to serving folks not just a good steak but a good time, has earned The Big Texan Steak Ranch of Amarillo the 2003 Beef Merchandiser Award presented by the Texas Cattle Feeders Association (TCFA).

            The award, presented during the TCFA Convention today in Amarillo , recognizes companies that set the pace in innovative beef merchandising.  Bobby and Danny Lee, sons of the restaurant's founder and owners of the Big Texan, accepted the award.

            "People worldwide know The Big Texan for its free 72-oz. steak, and the story is interesting," said Scott Keeling, TCFA chairman, in making the award presentation.

            "It's ironic that R.J. "Bob" Lee, who founded The Big Texan and developed an international reputation based on the Texas mystique, actually hailed from the Midwest .  Lee, like many other Americans, grew up with stories and movies of cowboys, Indians, Texas cattle ranches and horses. When he landed in the middle of cattle country, Lee set out to find a local steak house that combined the fine flavor of prime beef with the zestful flavor of the Old West. He was both surprised and disappointed when he realized that no restaurant in Amarillo served a Texas-size steak dinner in an authentic Western setting and immediately set out to build a restaurant with a reputation for serving the best beef to be found anywhere in the country.

The restaurant's reputation took a giant leap forward the day a hungry cowboy walked through the doors and announced that he was so hungry he "could eat a whole cow."  Lee decided to see just how hungry the fellow was, so he sat him down and started feeding him steaks.  When the cowboy finally pushed back from the table, Lee tallied up how much the fellow had eaten and calculated just how big his steak had to be. Since then, The Big Texan has served almost 50,000 of its signature steaks and almost 7,000 people have eaten the meal within the one-hour time limit. 

            "But their beef promotion abilities don't end with the 72-ounce steak," Keeling said.  "Their colorful billboards can be seen in five different states and they are negotiating to put one in the Lincoln Tunnel in New York City."

            A number of movies have used The Big Texan, including "Waking Up in Reno ," which is showing now on cable. They are currently negotiating with another movie producer for use of the restaurant in a movie due out in 2005. The restaurant and its steaks have been featured in countless national and international news features and touted on more than a dozen television shows, including David Letterman and Jay Leno.  The restaurant was represented at the recent National Beef Cookoff in Fort Worth , where the Food Network did a video of Big Texan Entertainment Director Ed Montana who wrote and performed "I Like Beef" during the opening ceremonies.

            The Big Texan will host nearly half a million people this year and feed them more than 208,000 pounds of "on the plate" beef, Keeling said.  Visitors from around the world have come to the restaurant for a great steak and the unique atmosphere that has made it so well known.  On average, people from at least three different countries will visit the restaurant each day.

            "Our driving force has always been beef," said Bobby Lee, "and we plan to continue promoting Texas beef and a Texas dining experience."

            Keeling said plans are in the works to significantly expand the amount of beef The Big Texan sells.  "Drawing on the tremendous name recognition they have built in their restaurant, the next step in beef merchandising for Bobby and Danny Lee will be an expansion of their mail order business, featuring beef produced right here in the Texas Panhandle."

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