McDonald’s Corporation has reached an agreement to acquire Dynamic Yield Ltd, a decision technology company based in New York and Tel Aviv, capitalizing on the power of digital tools and how technology can benefit a business. McDonald’s plans to use the digital technology to build up their popular Drive Thru menu now and then later introducing the tools to self-order kiosks and their Global Mobile App.
The popular restaurant chain is known for having easy, convenient service and now plans to introduce Dynamic Yield’s decision technology to expand the Drive Thru menu, showing personalized food choices based on time of day, weather, current restaurant traffic, and trending menu items. McDonald’s hopes to transform the customer experience and meet their needs based on trends and evolving technologies.
McDonald’s has been testing this technology in several U.S restaurants in 2018 and now plans to roll it out at Drive Thrus in 2019, eventually expanding to international markets. The company has made other additional recent investments in digital tools, developing the Mobile App, Mobile Order and Pay, indoor and outdoor digital menu boards, and self-order kiosks.
“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, 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 personalized experiences for our customers.”
