Love's
Love's is a privately owned U.S. chain of travel stops, fuel stations, convenience stores, and highway-service businesses.
Last updated October 14, 2026
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Overview
Love's, also known as Love's Travel Stops, is a family-owned American operator of highway travel centers and convenience stores. The company serves long-distance truck drivers, professional fleets, recreational-vehicle travelers, and everyday motorists through a network of more than 670 locations in 42 U.S. states, according to the cited Wikipedia reference. Its business combines fuel retailing with convenience merchandise, prepared food, branded quick-service restaurants, truck parking, showers, laundry facilities, vehicle services, and selected alternative-fuel offerings. Tom and Judy Love established the business in 1964 after leasing an abandoned service station in Watonga, Oklahoma, with money borrowed from Judy's parents. The original company was called Musket Corporation, and its early stations sold fuel under the Kerr-McGee brand. During the fuel shortages of the early 1970s, the Loves shifted toward a more diversified format that could earn revenue from both fuel and merchandise. The resulting Mini Stop Country Store concept became the foundation for the company's later country-store network. By 1973, locations were being identified with the Love family name. Love's expanded beyond small-format convenience retail during the late 1970s and early 1980s. Its Fresh Daily Deli concept introduced made-to-order and freshly prepared food as a significant in-store business, later developing into Love's Subs. In 1981, the company opened its first Love's Travel Stop in Amarillo, Texas, on Interstate 40. The larger format added self-service diesel, truck-oriented amenities, and services for professional drivers while retaining offerings for the general traveling public. This dual-customer model became central to the brand's growth. Foodservice became an increasingly visible part of Love's locations. Beginning with a Taco Bell partnership in 1993, the company developed a broad portfolio of co-branded restaurant offerings. Depending on location, its travel stops have hosted concepts including Arby's, Bojangles, Burger King, Chester's, Dairy Queen, Dunkin', McDonald's, Subway, Taco Bell, Wendy's, and other restaurant brands. Love's therefore operates less as a single-menu restaurant chain than as a multi-format travel retail platform whose food mix varies by site. The company has also expanded into services adjacent to fuel and convenience retail. In 2008 it opened its first truck tire-care location under the Speedco name. Love's later acquired Speedco and used the business to strengthen its truck-service capabilities, including tires, light mechanical work, oil changes, equipment support, and roadside assistance. The company acquired Trillium CNG in 2016 and rebranded Trillium Energy Solutions as Love's Alternative Energy in 2025, extending the business into compressed natural gas and other alternative-energy services. In 2022, it began adding recreational-vehicle hookups and dedicated RV Stops. Love's growth has included both organic expansion and acquisitions. In 2010, it acquired 20 Pilot Travel Centers and six Flying J locations that were divested in connection with the Federal Trade Commission's review of the Pilot Flying J merger. In 2023, it purchased EZ GO Stores, adding 22 convenience-store locations and a compressed-natural-gas station across Oklahoma, Kansas, and Nebraska. The company also operates Gemini Motor Transport, a transportation business associated with its fuel distribution and logistics activities. Love's remains privately held and headquartered in Oklahoma City. It reported more than 40,000 employees in 2023 in the cited reference and was listed at number 15 on Forbes' 2025 ranking of America's largest private companies. The company has maintained a visible profile through sports and motorsports sponsorships, including partnerships with the NBA's Oklahoma City Thunder and Front Row Motorsports in NASCAR. Its present positioning is built around broad highway coverage, dependable fueling, truck-driver amenities, convenient food, and an expanding range of vehicle and energy services.
History
Love's traces its origins to 1964, when Tom and Judy Love leased an abandoned service station in Watonga, Oklahoma. The couple used $5,000 borrowed from Judy's parents to begin operations through a company called Musket Corporation. During its first years, Musket opened additional stations, generally operating under the Kerr-McGee fuel brand. The early business model centered on gasoline, but the company experimented with longer operating hours and non-fuel merchandise to increase the usefulness and earning power of its stations. The U.S. fuel shortages of the early 1970s prompted a more substantial change. Rather than remain dependent on gasoline sales, Tom Love introduced the Mini Stop Country Store concept in Watonga. The format paired a convenience store with self-service fuel and was subsequently expanded through western Oklahoma. Beginning in 1972, the company worked to convert its locations into this type of store, and by 1973 it was using the Love family name in its retail identity. The country-store model established the basic combination of fuel, packaged goods, and convenience shopping that remains part of the brand. By 1978, Love's operated approximately 60 country stores across Oklahoma, Kansas, Colorado, New Mexico, and Texas. That year it introduced the Fresh Daily Deli, making freshly prepared sandwiches a distinct source of revenue alongside fuel and convenience merchandise. The deli concept later became associated with Love's Subs. In 1981, the chain reached 100 country-store locations and opened its first travel stop on Interstate 40 in Amarillo, Texas. The travel-stop format added self-service diesel, larger parking capacity, and services aimed at professional truck drivers while continuing to serve ordinary motorists. The company continued to refine its retail offer during the 1980s. It added gifts and novelties in 1985 and adopted the Love's Travel Stops & Country Stores corporate name in 1986. Foodservice partnerships became a major growth mechanism in the 1990s. A Taco Bell co-branded location opened in Oklahoma City in 1993, and the success of that arrangement led Love's to host an increasingly broad selection of national and regional restaurant brands. The resulting locations differed by market, but commonly combined fuel and convenience retail with quick-service food. Love's received the 2000 Outlook Award from Sales & Marketing Executives International for innovation and contribution to the convenience-store industry. The company's trucking proposition also expanded. In 2008 it opened its first Speedco truck tire-care site, offering tires, equipment support, light mechanical work, oil changes, and roadside services. Love's later acquired Speedco, strengthening the connection between its travel centers and truck-maintenance services. Gemini Motor Transport became Love's primary carrier in 2000, supporting the company's fuel and logistics operations. A notable expansion occurred in 2010, when Love's acquired 20 Pilot Travel Centers and six Flying J locations. These assets had to be divested in connection with regulatory review of the Pilot Flying J merger. Love's continued expanding its own network afterward, reaching 300 locations in 2013, 300 travel stops in 2015, and 400 total locations in 2016 according to the cited chronology. In 2016, it also purchased Trillium CNG, giving the company a larger presence in compressed-natural-gas infrastructure. The purchase of Speedco was reported in 2017. Love's reached 500 locations in 2019 and increased its public visibility through sports partnerships. It entered a jersey-placement partnership with the Oklahoma City Thunder in March of that year. The company also maintained a sponsorship relationship with Front Row Motorsports in NASCAR. Love's branding appeared on vehicles associated with victories including Michael McDowell's 2021 Daytona 500 win and selected NASCAR Truck Series wins involving drivers sponsored by the company. The company broadened its highway audience in 2022 by beginning to add RV hookups and RV Stops. In February 2023 it announced the acquisition of EZ GO Stores, a 22-store convenience chain based in Lawton, Oklahoma, with operations in Oklahoma, Kansas, and Nebraska. Founder and executive chairman Tom Love died in March 2023, followed by co-founder Judy Love in November 2024. In 2025, Love's rebranded Trillium Energy Solutions as Love's Alternative Energy. The active company remains a privately held, family-operated U.S. travel-retail business with a network spanning fuel, food, convenience products, trucking services, RV amenities, and alternative energy.
- 2025
Love's Alternative Energy brand introduced
[1]Trillium Energy Solutions is rebranded as Love's Alternative Energy.
- 2023
EZ GO Stores acquired
[1]Love's purchases a 22-location convenience-store chain operating in three states.
- 2022
RV Stops introduced
[1]The company begins adding RV hookups and dedicated RV services to selected locations.
- 2019
500th location milestone and Oklahoma City Thunder partnership
[1]Love's reaches 500 locations and enters a jersey-placement partnership with the Oklahoma City Thunder.
- 2017
Speedco acquired
[1]Love's acquires the Speedco truck-service business.
- 2016
Trillium CNG acquired
[1]Love's purchases Trillium CNG and expands its presence in compressed-natural-gas infrastructure.
- 2010
Acquisition of divested Pilot and Flying J locations
[1]Love's acquires 26 locations divested during regulatory review of the Pilot Flying J merger.
- 2008
First Speedco truck-service location opens
[1]Love's enters truck tire care and related roadside and light-maintenance services through the Speedco format.
- 1993
First Taco Bell co-branded location
[1]Love's opens a Taco Bell partnership location in Oklahoma City, beginning a broader co-branded restaurant strategy.
- 1986
Corporate name changes to Love's Travel Stops & Country Stores
[1]The company adopts the name that reflects both its country-store and travel-stop formats.
Products and positioning
A nationwide, highway-oriented travel-retail network combining fuel, convenience merchandise, foodservice, truck amenities, vehicle maintenance, and selected alternative-energy services. The brand serves both professional drivers and the broader traveling public.
Convenience retail and fuel · 1972
Love's Country Stores
The country-store format combines a convenience shop with self-service gasoline. These locations generally focus on local and everyday motorists, offering packaged food, drinks, tobacco and general merchandise where applicable, automotive items, and prepared food. The format originated in the early 1970s as Love's response to fuel-market disruption and became the company's smaller retail model.
Highway travel centers · 1981
Love's Travel Stops
Love's Travel Stops are larger highway-oriented facilities designed for both professional drivers and the general traveling public. They typically offer gasoline and diesel, substantial truck parking, showers, laundry, convenience merchandise, prepared food, and one or more co-branded restaurants. Many sites also provide truck-oriented services and, increasingly, amenities for recreational-vehicle travelers.
Prepared food · 1978
Love's Subs
Love's Subs is the later identity associated with the company's Fresh Daily Deli heritage. It represents freshly prepared sandwiches and related deli food sold within selected Love's locations. Foodservice is an important part of the travel-stop proposition, complementing packaged convenience food and independently branded quick-service restaurants.
Truck maintenance and roadside services · 2008
Speedco
Speedco provides truck tire care and related services, including tires, equipment support, oil changes, light mechanical work, and roadside assistance. Love's entered the category through a first location in 2008 and later acquired the Speedco business, integrating truck-service capabilities into its broader travel-center network.
Alternative-fuel infrastructure · 2025
Love's Alternative Energy
Love's Alternative Energy is the rebranded identity of Trillium Energy Solutions. The business is associated with compressed-natural-gas infrastructure and Love's broader expansion into alternative-energy services. Its development reflects the company's effort to serve commercial fleets with energy options beyond conventional gasoline and diesel.
Recreational-vehicle travel services · 2022
RV Stops
RV Stops are selected Love's locations equipped with recreational-vehicle hookups and related traveler amenities. Introduced beginning in 2022, the format extends Love's traditional truck-stop infrastructure toward RV users and gives the company a way to participate in the growing highway and leisure-travel market.
Marketing campaigns
- 2021Front Row Motorsports NASCAR sponsorship
United States
Love's maintained sponsorship activity with Front Row Motorsports in NASCAR, including branding on vehicles competing in the Cup and Truck Series.
Outcome. Love's branding was associated with Michael McDowell's victory in the 2021 Daytona 500 and with additional Front Row Motorsports Truck Series wins.
- 2019Oklahoma City Thunder partnership
United States · Oklahoma
Love's entered a partnership with the NBA's Oklahoma City Thunder, including prominent Love's branding on the front left shoulder of the team's jerseys.
Outcome. The agreement increased Love's visibility in its Oklahoma home market and connected the brand with a prominent national sports property.
Brand decisions
2025
Rebranding of Trillium Energy SolutionsStrategyBackground
Love's had owned the Trillium energy business since 2016 and sought to align its alternative-fuel activities more visibly with the parent brand.
Action taken
Trillium Energy Solutions was renamed Love's Alternative Energy.
Aftermath
The rebrand consolidated the company's alternative-energy identity under the Love's name.
2023
Acquisition of EZ GO StoresM&ABackground
Love's continued to expand its convenience-store footprint in markets near its existing operating base.
Action taken
The company purchased EZ GO Stores, adding 22 convenience stores and a compressed-natural-gas station across Oklahoma, Kansas, and Nebraska.
Aftermath
The deal increased Love's presence in the central United States and added stores with an existing regional operating footprint.
2022
Addition of RV StopsProduct launchBackground
Love's traditional highway facilities already served long-distance travelers and had infrastructure that could be adapted for recreational vehicles.
Action taken
The company began adding RV hookups and dedicated RV Stops.
Aftermath
Love's broadened its target audience from commercial trucking and motorists to include recreational-vehicle travelers.
2017
Acquisition of SpeedcoM&ABackground
Truck drivers and fleets require maintenance and tire services in addition to fuel and parking.
Action taken
Love's purchased Speedco, a truck tire-care and light-maintenance business.
Aftermath
The acquisition strengthened Love's integrated truck-service offering at and around its travel-stop network.
2016
Acquisition of Trillium CNGM&ABackground
Commercial transportation was creating demand for fuel options beyond conventional gasoline and diesel.
Action taken
Love's acquired Trillium CNG and expanded its alternative-fuel infrastructure business.
Aftermath
The business was later rebranded as Love's Alternative Energy, preserving an alternative-energy platform within the Love's portfolio.
2010
Acquisition of divested travel centersM&ABackground
The Pilot Flying J merger required the divestiture of certain locations to address antitrust concerns.
Action taken
Love's acquired 20 Pilot Travel Centers and six Flying J locations.
Aftermath
The transaction expanded Love's network and added established highway-service sites without involving a merger with Pilot Flying J itself.
1993
Expansion through co-branded restaurantsStrategyBackground
Prepared food had become an important part of Love's stores, and the company sought recognizable restaurant concepts for its larger travel centers.
Action taken
Love's opened a co-branded Taco Bell location and subsequently added multiple national and regional restaurant partners.
Aftermath
Restaurant partnerships became a recurring feature of Love's travel-stop locations and a major component of the customer proposition.
1981
Launch of the travel-stop formatStrategyBackground
Love's sought to serve professional drivers as well as ordinary motorists and to expand beyond smaller community convenience stores.
Action taken
It opened its first Love's Travel Stop in Amarillo, Texas, adding self-service diesel and truck-oriented amenities.
Aftermath
The travel-stop model became the company's principal growth platform and broadened its customer base.
1972
Shift from fuel stations to country storesStrategyBackground
Fuel shortages and the changing economics of gasoline retail encouraged Love's to seek revenue from merchandise and convenience services.
Action taken
The company developed the Mini Stop Country Store concept and began converting its stations to convenience stores with self-service fuel.
Aftermath
The format became the basis of the Love's Country Stores network and reduced the company's dependence on fuel-only sales.
Recent events
- 2025
Trillium is rebranded as Love's Alternative Energy[1]
Product generation
Love's rebranded Trillium Energy Solutions as Love's Alternative Energy, following its earlier acquisition of the alternative-fuel business.
- 2025
Trillium Energy Solutions becomes Love's Alternative Energy[1]
Other
Love's rebranded its previously acquired Trillium energy business as Love's Alternative Energy.
- 2024
Co-founder Judy Love dies[1]
Leadership change
Judy Love, co-founder of the business, died on November 5, 2024, at age 87.
- 2024
Judy Love dies[1]
Leadership change
Judy Love, co-founder of Love's, died at age 87.
- 2023
Love's purchases EZ GO Stores[1]
M&A
Love's announced the acquisition of Lawton, Oklahoma-based EZ GO Stores, adding 22 convenience stores and a compressed-natural-gas station in Oklahoma, Kansas, and Nebraska.
- 2023
Founder Tom Love dies[1]
Leadership change
Tom Love, who co-founded the company with Judy Love in 1964, died in Oklahoma City on March 7, 2023, at age 85.
- 2023
Love's acquires EZ GO Stores[1]
M&A
Love's announced the acquisition of Lawton-based EZ GO Stores, adding 22 convenience stores and a compressed-natural-gas station in Oklahoma, Kansas, and Nebraska.
- 2022
Love's expands into RV travel services[1]
Product launch
The company began adding RV hookups and dedicated RV Stops to selected locations, broadening its highway-service proposition beyond commercial trucking.
- 2019
Love's partners with the Oklahoma City Thunder[1]
Campaign
Love's entered a partnership with the NBA's Oklahoma City Thunder that included placement of the Love's logo on the front left shoulder of the team's jerseys.
- 2010
Love's acquires Pilot and Flying J locations in antitrust divestiture[1]
M&A · Regulation
Love's Travel Stops acquired 20 Pilot Travel Centers and six Flying J locations as part of assets divested to address Federal Trade Commission concerns surrounding the Pilot Flying J merger.
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