McDonald’s is accelerating its digital transformation with the $300 million acquisition of Dynamic Yield, a firm specialising in personalisation and decision logic technology.
The fast food giant said it will use the technology to provide a 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 decision technology can also instantly suggest and display additional items to a customer’s order based on their current selections.
McDonald’s will begin rolling out the tech in the Drive Thru at restaurants in the US this year before expanding to other international markets.
The company will also begin work to integrate the tech into all its digital customer experience touchpoints – i.e. self-order kiosks and McDonald’s Global Mobile App.
Steve Easterbrook, President and CEO of McDonald’s Corporation, said: “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.”
