New breakfast menu branding from Wendy's (WEN -0.50%) will be featured across 100% of the GasBuddy travel and navigation app's advertising real estate.

From the home page to the popular "price spread" page, which features the price difference between the cheapest and most expensive gas stations in a user's area,  Wendy's ads will tout the restaurant's entry into the morning market.

Wendy's ads on GasBuddy's mobile app

Image source: GasBuddy.

Fueling the new breakfast wars

Breakfast has become the new focal point for quick-serve restaurants this year as McDonald's, Burger King, and Dunkin' have all launched promotions and new items for their morning menu.

Wendy's has made several forays into breakfast over the years, but none have been successful. The latest effort is a full-court press as it decided to roll out its new menu nationally, rather than test it first in several markets in stages.

Jimmy Bennett, Wendy's VP of media and social, said in a statement announcing the GasBuddy partnership: "This an important launch for us as we expand into the morning daypart. For the first time you can now get Wendy's breakfast at any location in the U.S."

GasBuddy says users of its app visit quick-serve restaurants 30 million times per month, which is why, it says, a growing number of restaurants and retailers are partnering with GasBuddy to advertise on the platform as a means of increasing visibility and store visits.

The app says Wendy's is the first brand to take on a full sponsorship of GasBuddy's most-viewed screens.