Plans have been unveiled for the first service station on the M69 with a petrol station, coffee shop and fast food restaurants.
The road, which opened in 1977, links Leicester and Coventry.
A planning application has been submitted by Welcome Break to develop the services on land near Burbage, Leicestershire.
It said the facility would create an estimated 183 jobs and contribute £3.5m each year to the local economy.
Currently, motorists using the almost 16-mile (25.7 km) stretch of road have to exit the motorway to find petrol and facilities or wait to reach Leicester Forest East on the M1 or Corley on the M6.
The Local Democracy Reporting Service said Welcome Break had lodged planning applications with both Hinckley and Bosworth Borough Council and Rugby Borough Council.
If approved, the services will be based on land next to the Stretton Baskerville Roundabout at junction one.
The proposed development would have fuel stations, a drive-thru coffee shop, fast food restaurants, a shop, toilets, electric vehicle charging points and a gaming zone.
Also promised are 269 car parking spaces, picnic and dog walking facilities, and parking for HGVs, coaches and caravans.
The plans reveal big names will based at the service area, including Starbucks, KFC, Burger King and Pret a Manger.