HULFT BANNER
Subscribe to our e-newsletter
Follow us on Twitter
Privacy and cookies
Established 1996
Saturday 19 October 2019

LATEST NEWS 

Payments Awards 2019

McDonald’s acquires decision logic company

Written by Peter Walker
27/03/19

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.


Retail Payments Survey

Related Articles

Technology for Marketing

HULFT
Find out how HULFT can help you manage data, integration, supply chain automation and digital transformation across your retail enterprise.

Talking shop: retail technology solutions from Brother
Retail Systems editor Peter Walker sits down with Brother’s senior commercial client manager Jessica Stansfield to talk through the company’s solutions for retailers and hospitality businesses, what’s new in labelling technology, and the benefits of outsourcing printing.
Most read stories...
World Markets (15 minute+ time delay)