For Jenny Love Meyer, growth isn’t about store count.

Even though Love’s Travel Stops & Country Stores grew by more than 20 locations and 2,000 employees in the past year alone, Love Meyer—the company’s newly dubbed chief culture officer—says a key component of the chain’s growth has been sustaining its unique culture. As such, her role and title have evolved from her 21 years as the vice president of communications for the Love’s family of companies.

When the Love’s family opened its first store in Watonga, Okla., in 1964, it could not have predicted how big the company would become, with more than 500 stores in 41 states and more than 25,000 employees. The Oklahoma City-based chain was No. 17 on CSP Top 202 list at 482 stores, and it pushed past the 500 mark just this past year.

“We think we have a good formula for success, and that includes having the right people in the right seats, being innovative in all lines of our business and offering quality products and services to our customers,” Love Meyer says.

That’s where her role in as chief culture officer comes into play. “Great customer experiences are created by cultures that celebrate their employees,” she says. “As we continue our rapid growth, it’s imperative that we sustain our unique culture throughout the organization.”

Love’s intends to open 30 to 40 stores a year and will continue to do that for the foreseeable future. With customers knowing the chain for its neon-red heart in the Love’s logo, Meyer ties the symbol to her mantra of providing “the cleanest and friendliest services on the highway.”