The larger travel stops are located along highways and offer additional amenities such as food from restaurant chains such as Arby's, Bojangles, Burger King, Chester's, Dunkin' Donuts, McDonald's, Taco John's, Subway, Wendy's, Hardee's/Carl's Jr., truck parking spaces, showers and laundry.

some of the innovations that the company introduced included extended service hours and the sale of non-fuel merchandise.

[4] When the fuel crunch of the early 1970s began and gasoline was in short supply in the United States, Tom Love diversified for the sake of the company's success.

In 1972, Musket set out to convert all of its locations from gas stations to convenience stores with self-serve gasoline.

By 1978, Love's Country Stores had 60 locations in small communities throughout Oklahoma, Kansas, Colorado, New Mexico, and Texas.

Food service became the company's third profit center in each location, along with self-serve gasoline and convenience store items.

By the end of 1981, the company reached a milestone with 100 Love's Country Stores locations in operation.

The Travel Stop was unique in that it served both the professional driver and the motoring public, resulting in more growth for Love's.

[5] Love's Travel Stops & Country Stores entered into an partnership agreement with the National Basketball Association (NBA)'s Oklahoma City Thunder on March 15, 2019.

The agreement allows Love's to prominently place its logo on the front left shoulder of all Oklahoma City Thunder jerseys.

[6][7] They also have had a long-standing sponsorship deal with NASCAR Cup Series team Front Row Motorsports, and were on Michael McDowell's car when he finished in 1st place in the 2021 Daytona 500.

[8] Front Row Motorsports opened a NASCAR Truck Series team in 2021 and Love's is a primary sponsor.

[13] 1964: Tom and Judy Love launch the Musket chain with a gas station in Watonga, Oklahoma.