Love's in 2024: add 20-25 new stores, 1,500 to 2,000 truck parking spaces

user-gravatar Headshot
Updated Jan 30, 2024
Love's Travel Stop at night
Love's Travel Stops

Love's Travel Stops had a successful 2023, and it looks like 2024 will, simply put, be more of the same.

Love's President Shane WhartonShane WhartonLove's Travel StopsLove's President Shane Wharton recapped the company's accomplishments from last year and laid out plans for this year in an online meeting with members of the media earlier this week.

While Wharton discussed all aspects of the business during his presentation, he repeatedly emphasized how important professional drivers are to Love's, and highlighted what the company is doing for them in 2024.

In his outlook for this year, Wharton said Love's will:

  • open between 20 and 25 new locations
  • add 1,500 to 2,000 new truck parking spaces
  • remodel 35 to 40 existing locations
  • entirely rebuild four older stores
  • add 10 Speedco service locations, remodel five existing ones, and add a total of 50 new service bays
  • increase the number of emergency roadside service trucks with 60 new units
  • build seven new automated truck wash facilities
  • open a new tire retreading factory in Natalia, Texas
  • have 1,000 new technicians graduate from its Truck Care Academy
  • increase the number of private label products available in its convenience stores, which Wharton said gives Love's more control over its supply chains
  • add new dishes to its Fresh Kitchens, which prepare the food on-site
  • add five new Dunkin locations
  • install electric charging stations at 29 sites in nine states thanks to a $16.6 million federal grant
  • add RV hookups at 44 locations

Love's truck WashLove's will add seven new truck washes in 2024Love's Travel StopsWharton, who was elevated to a newly created position of president of Love's in 2019, said all of the company's plans are driven by delivering top-quality customer service. He said this is especially true for professional drivers, who account for 90% of Love's fuel sales.

Part of catering to truck drivers means having adequate parking for them. According to Wharton, Love's has some 50,000 truck parking spaces. Deciding how many to include at a new location is not an easy process. Wharton said the number of spaces depends on how much traffic there is in the specific lane where the new store is located. Another consideration is how much real estate is available.

"The perfect piece of property for a travel center doesn't exist," said Wharton.  "We try to add as many (truck parking spaces) as we can because we know parking is a big problem for the industry."

Love’s also remains committed to limiting downtime for professional truck drivers, according to Wharton. Freightliner ExpressPoint is now available at over 400 Love’s truck care locations, providing light mechanical warranty repair work for Freightliner trucks through Love’s partnership with Daimler Truck North America.

Wharton also said Love’s truck washes are staffed with skilled team members and automated technology to provide the same quality as a non-automated wash at half the time for professional drivers.

Partner Insights
Information to advance your business from industry suppliers
The ALL NEW Rand Tablet
Presented by Rand McNally

Woman shopping in a Love's convenience storeLove's will add more private-label products in 2024Love's Travel StopsLove’s will also continue to add services to support professional drivers. Wharton said Love’s Financial will provide drivers with more bundled service options. He said the addition of TVC Pro-Driver in provides a subscription-based commercial driver’s license (CDL) protection service to drivers, a new offering for Love’s and its customers.

“Six decades ago, Tom Love opened our first service station in Watonga, Oklahoma, and almost immediately started selling household items to make stopping in more convenient for customers,” said Wharton. “Today, as the only major travel stop that is still family owned and operated, we continue with his innovative spirit by adding new products and improving the experience to give customers more reasons to stop in.”

Wharton said the company is celebrating its 60th anniversary this year and will have numerous special events and promotions planned.