Firestone service centers were such a big thing in 1940, that they had WAYNE design a special pump for them, the 72-R. It looks like big foot squashed a WAYNE 60, approx. 4 1/2ft tall X 6ft wide.
SEARS was another that had service centers that sold gas & everything else you could get at regular gas stations.

I'm sure that when you start removing paint, you will see the original colors & decals that are on your pump.