Acquisition Fast-Tracks McDonald’s Digital Transformation


CHICAGO, NEW YORK and TEL AVIV — McDonald’s Corporation has entered an agreement to acquire Dynamic Yield, a leader in personalization and decision-logic technology. With this acquisition, McDonald’s builds on its significant technology investments for growth.

McDonald’s will utilize this decision technology to provide a more personalized 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 based on their order selections.

The move will make McDonald’s one of the first companies to integrate decision technology into the customer point of sale at a bricks-and-mortar location. The company tested this technology in several U.S. restaurants in 2018 and, upon closing of the acquisition, will begin to roll it out in the drive thru at restaurants in the U.S. in 2019 and then expand the use to other top international markets. 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.

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

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

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