Branding The Big Texan Steak Ranch

May 19, 20150 Comments

The Big Texan Steak Ranch, Amarillo, TX

The Big Texan Steak Ranch, Amarillo, TX

Listen to our featured Ask Those Branding Guys™ radio show podcast: The Big Texan Steak Ranch

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show AskThose Branding Guys™, we discussed branding strategy for a well-known restaurant.

Today Those Branding Guys celebrated their 100th show. We received numerous congratulatory calls and visits leading to several impromptu branding discussions with the Oregon Ducks, Bishop’s Lodge, Santa Fe Brewing Company and Dapwood Furniture just to name a few.

Joining us on our 100th episode was Bobby Lee, owner of world-famous The Big Texan Steak Ranch on Interstate 40 in Amarillo, Texas. The Big Texan was founded in 1960 to provide visitors to the Texas panhandle a flavor of the west. The 600 seat restaurant is focused on providing a unique dining experience for all of their guests.

Bobby shared that highway billboards advertising a free 72-oz steak have worked well over the years to attract customers and build the brand. Patrons are awarded with the 72-oz steak as long as they can eat all of it, including trimmings, in an hour or less. Contestants are seated on a stage to engage other guests to cheer them on as they attempt to win the free streak. An average of five people per day make the attempt.

This Texas-sized challenge has provided extensive, earned media coverage when contests, such as the recent steak-eating event with Molly Schuyler, who consumed three 72-oz steaks in under 30 minutes, generated millions of impressions world-wide via Time, CNN and Huffington Post. The Big Texan events are timed strategically to maximize media coverage.

Restaurant traffic has increased steadily over the past 15 years and they are considering how to modernize and expand capacity to meet demand.

Bobby’s key to success – the food and your service are the most important elements in your marketing. When you excel at providing that to travelers, combined with the western environment and experience, it leads to the words every business wants to hear “I’ll be back.”

Enjoy the show.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at Contact James Glover at (505) 501-1330 or email Listen to Ask Those Branding Guys™ every Monday at 11:00am (MT) streaming live on KVSF 101.5 FM.

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