Daily Insights

Wake Up With Wendy’s

By: Mackenzie Baker | Mar 24, 2020

Mobile app GasBuddy is known for finding drivers the cheapest gas around, but thanks to a new brand partner, the app will soon be able to help drivers find an affordable breakfast, too. 

With the launch of its nationwide breakfast menu, Wendy’s is taking over GasBuddy to reach mobile consumers as they start their day. The partnership marks the first brand takeover for the app, which will feature breakfast ads on its “Price Spread” page. GasBuddy users frequent fast food restaurants, like Wendy’s, more than thirty million times a month, according to GasBuddy EVP of Advertising Jordan Grossman, making the pairing a prime chance to reach consumers. 

Wendy’s has worked with GasBuddy in the past, most recently on a successful sponsorship of the app’s “Badges” feature that alerted drivers of nearby amenities—so it makes sense that Wendy’s is continuing to work with the brand on a larger scale. The timing also makes sense, as Wendy’s has been heavily promoting its new breakfast menu through omnichannel efforts, including a Twitter “roast” where the brand had fans use the branded hashtag #WendysBreakfastBattle in tweets sassing other restaurants, a tactic often seen on the hamburger brand’s social pages. Wendy’s has also worked with DoorDash to offer free delivery coupons to fans on Twitter. Indeed Twitter often serves as Wendy’s playground for launching new items as the brand gains significant amounts of organic traction on the platform, according to a Gartner report on the topic. 

Since announcing the launch on Twitter in 2019, Wendys has been heavily promoting the breakfast menu. Working with GasBuddy and its millions of niche users could be the brand’s chance to satisfy a new audience.