Dive Brief:
- Love’s Travel Stops & Country Stores has updated its loyalty program, allowing all drivers access to its points system, according to a Thursday announcement.
- The program now allows casual drivers to begin earning points on fuel and in-store purchases while professional drivers can earn double points on in-store purchases. All members will earn an extra two points per dollar spent on Love’s branded products, snacks and food, as well as diesel exhaust fluid. The points part of the program previously only applied to professional drivers.
- Love’s is the latest in a wave of c-store and travel center companies making updates to their loyalty programs in 2026.
Dive Insight:
Previous Love’s Rewards perks for casual drivers, such as fuel discounts and a free coffee or fountain drink after the purchase of four, remain in effect. Professional drivers also maintain access to benefits like shower credits. As part of the update, all members will get 100 points the first time they scan their Love’s Rewards membership in store between March 1 and Sept. 30.
“Love’s Rewards is a reimagining of how loyalty is rewarded on the road,” said Patrick McLean, chief marketing officer at Love’s. “Drivers today expect more than a place to stop — they expect value and consistency wherever the road takes them.”
The rewards program is accepted across Love’s entire network of 670 locations across 32 states.
Loyalty updates have been coming fast and furious during the first couple months of the year. Fellow travel center company Pilot refreshed the interface of its program, while BP added manufacturer-funded digital coupons and Sprint Mart launched a professional driver loyalty program.
