McDonald's $300 million tech buy will revolutionise its menu

McDonald's $300 million tech buy will revolutionise its menu

Based in Tel Aviv and NY, its AI-powered Personalization Anywhere platform delivers individualized experiences at customer touchpoints such as call centers and apps.

McDonald's is the world's largest fast-food chain, with almost 38,000 locations in more than 100 countries. He mentioned further that this acquisition would provide Mac Donald's customers more convenience on their own terms.

With access to this technology, McDonald's will be in a position to vary its electronic menu boards in response to variables such as the climate, time of day and region, flogging more McFlurries on warm days and Egg McMuffins in the mornings.

As McDonald's CEO Steve Easterbrook puts it, the technology will help the company "be able to implement our vision of creating more personalized experiences for our customers".

McDonald's tech makeover just got a bit more supersized. Dynamic Yield will remain a stand-alone company and employees will continue to operate out of offices around the world. With this acquisition of Dynamic Yield, based in NY and Tel Aviv, McDonald's builds on its significant technology investments for growth. The menus will also suggest add-on items to customers, it said. The technology has already been piloted in several of McDonald's US branches throughout 2018, the company said.

Dynamic Yield will allow McDonald's to personalize its popular drive-thrus in a bid to sell additional items and by extension, make more money per visitor. Testing of the tech in 2018 was a success, so this year customers in the US can expect more bespoke menus.




The system will analyze data about the weather, traffic, historical sales and your current orders, so it can add suggestions of other products you might enjoy. The company also will begin integrating personalization technology into other digital touch points, including self-order kiosks and the McDonald's Global Mobile App.

"We're thrilled to be joining an iconic global brand such as McDonald's and are excited to innovate in ways that have a real impact on people's daily lives".

McDonald's Corp. (NYSE: MCD) is not exactly the type of company you expect to hear about in merger and acquisition news.

As the company spends those billions to ensure that almost every restaurant will have digital menu boards at the drive thru and touchscreen ordering kiosks by the end of 2020, it makes sense that executives are already thinking about how to better leverage that technology. Plans to expand internationally will happen at a later date.

"This is great news for Dynamic Yield and McDonald's customers, as well as personalization practitioners everywhere", said Agmon.

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