Love’s Travel Stops Previews Expansion Plans for 2024

Oklahoma-Based Truck Stop Chain, Celebrating 60th Anniversary, Plans to Open Between 20 and 25 New Locations
A Love's Travel Stops location
Love’s Travel Stops unveiled a planned $1 billion expansion of its truck stop network this year with new and remodeled stores. (Love's Travel Stops via Facebook)

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Love’s Travel Stops is rolling out a planned $1 billion expansion of its truck stop network this year with new and remodeled stores that will increase the offerings available to professional drivers, the company recently said.

“Last year we made an announcement about strategic remodels,” Love’s President Shane Wharton said during a Jan. 24 virtual roundtable discussion. “We talked about a five-year goal of spending a billion dollars ... reinvesting back into the network and going back to some of our older locations and getting those up to the standards that we now have.”

Wharton noted that Love’s last year completed eight remodels and completely rebuilt two locations. The company aims to open between 20 and 25 new locations this year and remodel 35 to 40 stores. There also are four potential rebuilds on tap this year, Wharton said. With the new locations — opening as the company marks its 60th anniversary — Love’s expects its workforce to grow past 40,000 employees.

Wharton also stressed the importance of expanding access to truck parking through these efforts. He noted that the new locations are expected to add an additional 1,500 to 2,000 truck spaces, bringing the total number of spaces across the Love’s network to just shy of 50,000. The Oklahoma City-based company operates a network of 640 locations that spans 42 states. “We’re going to continue to grow,” Wharton said.

Wharton noted that the company also plans to increase the number of truck maintenance bays across the network and added that its fleet of roadside assistance vehicles has increased to about 1,000. There are plans to add another 50 to 60 vehicles.

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The company also will continue to support its 65 smaller country stores.

“We have focused on growth a lot in this business the last few years,” Wharton said.

Additionally, Love’s is releasing new and revamped store items, including fresh and packaged foods, in response to customer feedback. “Lots of different offerings that we’re coming out with from a prepared food standpoint,” he said.

Shane Wharton


It also is working closely with brand partners, such as Dunkin’ Donuts, to ensure availability of offerings that receive positive customer feedback. “In 2024, we’re really going to put a big focus on customer service,” Wharton said. “We’ve added a lot of services, and now we want to make sure that we’re doing a really good job of providing those services. Speed is a particular item that we want to focus on.”

In the meantime, its fuel transportation subsidiary, Musket Corp., is pursuing European expansion.

“We are now supplying and concentrating activities in Europe through a Geneva office. We got that up and running in 2023,” Wharton said. “And so we really see 2024 as a year that we’ll grow and expand that opportunity in Europe.”

Love’s has been seeking federal grants for its alternative fuel subsidiary Trillium. Wharton suspects that funding could be readily available since not all states are advancing the application process for businesses. He also believes the breadth of the Love’s network gives it an advantage.

“The National Electric Vehicle Infrastructure Plan, the federal grant program, is something that we’ve been heavily a part of,” Wharton said. “That process is still ongoing. Each state has different requirements for how you apply. We’ve been approved so far in nine states at 29 locations, and it adds up to $16.6 million in grants.”

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