McDonald’s acquires tech company as menu intelligence race hots up

Fast Food Restaurants Remain Firm Favourites With UK Consumers

McDonald’s has agreed terms to acquire personalisation and decision logic technology provider Dynamic Yield in a move that will have implications for its global kitchen operations.

McDonald’s will utilise the company’s 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 decision technology can also instantly suggest and display additional items to a customer’s order based on their current selections, providing interaction with the kitchen. Bosses at the chain have compared it to the way that Amazon suggests other items associated with the one that customers are buying when placing an order.

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The takeover 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.

McDonald’s tested the technology in several US restaurants last year and upon closing the deal will begin to roll it out to other Drive Thru at restaurants in the US in 2019.

It will then expand its use to other top international markets, which is almost certain to include the UK even though it hasn’t officially confirmed it yet.

McDonald’s will also begin work to integrate the technology into all of its digital customer experience touchpoints, such as self-order kiosks and McDonald’s Global Mobile App.

Steve Easterbrook, president and CEO, said: “Technology is a critical element of our Velocity Growth Plan, enhancing the experience for our customers by providing greater convenience on their terms. 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.”

Liad Agmon, co-founder and CEO of Dynamic Yield, added: “We started Dynamic Yield seven years ago with the premise that customer-centric brands must make personalisation a core activity.  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 recent advancements in the tech space – including the development of McDonald’s Global Mobile App, Mobile Order and Pay, indoor and outdoor digital menu boards and self-order kiosks – have transformed customer experiences in and around its restaurants, by giving customers more ways to pay and personalisze their orders to meet their needs.

Upon closing, McDonald’s will become sole owner and will continue to invest in Dynamic Yield’s core personalisation product and development teams.

McDonald’s operates 38,000 locations in more than 100 countries around the world.

Tags : Mcdonald'sretail technologytechnology
Carly Hacon

The author Carly Hacon

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