McDonald’s acquires decision logic company

McDonald’s Corporation is set to acquire decision logic technology company Dynamic Yield.

The fast food chain will utilise this decision technology to provide an even more personalised customer experience by varying outdoor digital Drive Thru menu displays to show food based on time of day, weather, current restaurant traffic and trending menu items.

The New York and Tel Aviv-based firm’s technology can also instantly suggest and display additional items to a customer’s order based on their current selections.

This will enable McDonald’s to be one of the first companies to integrate decision technology into the customer point of sale at a bricks and mortar location. It has already tested the tech in several US restaurants last year.

Upon closing of the deal, McDonald’s will begin roll-out to Drive Thrus in the US during 2019, before expanding into other international markets. It will also begin work to integrate the technology into all digital customer touchpoints, such as self-order kiosks and the McDonald’s Global Mobile App.

“Technology is a critical element of our Velocity Growth Plan, enhancing the experience for our customers by providing greater convenience on their terms,” said Steve Easterbrook, president and chief executive officer of McDonald’s Corporation. “With this acquisition, we’re expanding both our ability to increase the role technology and data will play in our future and the speed with which we’ll be able to implement our vision of creating more personalised experiences for our customers.”

McDonald’s has recently invested heavily in technology, including the development of the mobile app, mobile order and pay, indoor and outdoor digital menu boards and self-order kiosks.

Upon closing, McDonald’s will become sole owner and will continue to invest in Dynamic Yield’s core personalisation product and teams. Dynamic Yield will remain a stand-alone company and employees will continue to operate out of offices around the world, serving current and future clients.

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