As a unit of S&A Restaurants, Montana Steak Company was challenged to convert underperforming Steak and Ale locations to a more profitable concept. Primary consumer research fielded by S&A found that a fresher, simpler, and lighter offer was more broadly appealing than Steak and Ale's dark and heavy '70s persona.

The favored "Big Sky" concept became a theme reminiscent of a timberland-style lodge, cattle ranching, and wide-open spaces.

Select Steak and Ale restaurant facilities were comprehensively converted by transforming the exterior and interior spaces using lodge-style architectural cues, natural and rustic materials, and dramatic lighting including edge-lit glass partitions recalling the clean, fresh imagery of mountain glaciers.