In 1964, with $5,000, Tom and Judy Love started Musket Corporation – the predecessor to Love’s Country Stores – and leased an abandoned filling station in Watonga, Oklahoma. Within a few years, Musket Corporation operated about 40 such stations. Then, in 1972, the first Love’s Country Store opened in Guymon, Oklahoma. This store was revolutionary because it combined a convenience store with self-service gasoline, which was a new concept at the time.
During the early 1970s, OPEC embargoed oil shipments to the United States for supporting Israel during the Yom Kippur war. While other filling stations were forced to close due to price constraints and fuel allocations, Love’s relied on hard work and reduced margins to stay open, generating customer goodwill along the way. By 1981, Love’s was successfully operating 90 combination convenience and filling station stores across Oklahoma and surrounding states. Love's expanded to the interstate highways and opened its first Love's Travel Stop concept in Amarillo, Texas.
In 1992, Love's added quick-service restaurants with a Taco Bell Express unit in an Oklahoma City travel stop. The popularity of Taco Bell Express in Love's Travel Stops created demand for more food choices at travel stop locations. Available food concepts now include Arby’s, Carl’s Jr., Chester’s Fried Chicken, Godfather's Pizza, Hardee's and McDonald's. Today, more than 150 such restaurants are located in Love's convenience stores and travel stops nationwide.
In 2000, Love's Country Stores debuted at number 446 in Forbes Magazine's annual list of America's largest private companies. By 2012, Love's Travel Stops had climbed to No. 9. Currently, Love’s operates more than 290 locations and employs almost 10,000 people in 39 states. With annual sales exceeding $17 billion, Love's is a proven leader in the travel stop and services industry and is continuing to grow.