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It quickly grew in popularity, expanding year after year, and by the 1930s, it had evolved into a restaurant renamed The Diamonds. By 1947, the restaurant was serving a record 1.48 million customers annually, cementing its place as a landmark on Route 66. However, tragedy struck on February 28, 1948, when a fire destroyed the building. Determined to rebuild, former Banana Stand busboy Louis Eckelkamp oversaw the creation of a larger, fireproof facility, which reopened on July 10, 1949, at a new location on U.S. Highway 50 and Route 66. The new restaurant featured a coffee shop, cafeteria, curio shop, drive-in cafe, bus ticket office, and more, making it a one-stop shop for travelers.

The Diamonds thrived for over two decades, attracting up to 5,500 customers daily, including locals and 75 buses a day. In June 1969, the restaurant relocated again to the Interstate 44 and Gray Summit Interchange, maintaining its popularity with expanded services and seating for 200 additional diners. However, by 1995, changing transportation patterns and maintenance costs led to its closure. On September 11, 1995, after serving its final lunch crowd, The Diamonds closed its doors, marking the end of an iconic era on Route 66.