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Wendy's return to breakfast central to new GasBuddy partnership

Wendy's has allied with gas expense-saving app, GasBuddy, to reach value-seeking audience for breakfast daypart. (Photo: File previously provided by Wendy's.)

March 11, 2020

Wendy's has partnered with the gas expense-saving travel and navigation app GasBuddy to promote the QSR's return to the breakfast daypart, which on March 3 officially kicked off at Wendy's new, national breakfast offering. According to a joint news release from the companies, Wendy's is now the first brand to use a full sponsorship of GasBuddy's most-viewed screens to capture all of the app's pre-drive audience as they plan each day's trips. 

The sponsorship includes Wendy's branding on GasBuddy's home screen, as well as as the app's popular "Price Spread" feature that shows the lowest and highest gas prices in a user's area. 

"This an important launch for us as we expand into the morning daypart. …," Wendy's Vice President of Media and Social Jimmy Bennett said in the release. "Having worked with GasBuddy before on various successful campaigns, we knew it had to be part of our marketing strategy given their audience and reach."

GasBuddy Executive Vice President of Advertising Sales Jordan Grossman said the app's audience members make more than 30 million visits monthly to QSRs and seek out offers that return value for their money, making it a good match with Wendy's breakfast offerings. 

"Wendy's expansion into the morning meal time daypart provides both value and utility to our consumers as they frequently fill up in the morning and often make multiple stops for both food and fuel consumption," Grossman said in the release.

GasBuddy covers more than 150,000 North American gas stations and the app has been downloaded 90 million times, which it said is more than any other gas-saving app.