At its peak, it operated more than a hundred filling stations (including at least forty on the former U.S. Route 66), fifteen motels[2] and various truck stops[3] under a slogan of "quality gas for less".

[5] The distinctive red-on-yellow Whiting Brothers signage and billboards date to 1926, the year U.S. Route 66 was designated across the southwestern United States.

The father of the four Whiting brothers was a lumberyard owner,[6] leaving the family well placed to construct small, simple stations at little cost with one or two pumps and a six-foot-tall roadside billboard at various points on the then-new highway.

[7] With an ample supply of lumber, construction continued unabated through the Great Depression, serving the Grapes of Wrath-like exodus of 1930s settlers headed westward from Dust Bowl conditions in Oklahoma and Texas.

The Whiting family boasted of "Serving the West since 1917", pursuing diverse business interests including lumber, steel, gasoline, cattle and real estate.