Wendy’s is first to partner with GasBuddy, the only smartphone app connecting drivers to their Perfect Pit Stop, to launch the fuel app’s latest feature, Badges, enabling brands to get their message in front of drivers deciding where to stop.
The new GasBuddy Badges feature utilizes GPS-based, first-party data to connect GasBuddies to Wendy’s locations attached to or within immediate proximity of gas stations. Gas station convenience stores continue to put emphasis on foodservices, providing more options that compete with QSRs and fast casual restaurants. Foodservices now makes up nearly 23% of sales at c-stores nationwide.
“Consumers have more choice than ever as to where to get a meal. GasBuddy provides us a unique way to reach millions of drivers during the planning portion of their trips to keep Wendy’s top-of-mind in a seamless and relevant way,” says Jimmy Bennett, Senior Director of Media and Social at Wendy’s.
More people are using GasBuddy before hitting the road with current gas prices on the rise. The Badges feature comes in time for Memorial Day Weekend, the start of the busy summer travel season and higher gas prices. According to GasBuddy’s 2019 Summer Travel survey, this year Americans are planning to make more frequent and longer road trips.
“Gas stations are turning into destinations for meals and blurring the lines into being actual restaurants,” adds Jordan Grossman, EVP of advertising sales at GasBuddy. “The new Badges feature provides our partners with an effective way to position their brand to drivers with high intent to stop and purchase. Our research found we’re all craving convenience. When filling up the car we want to know if we can get a snack, a full meal or even a nearby hotel to stay the night. We’re excited to work with Wendy’s as our launch partner, and look forward to rolling this out to more brand advertisers.”