McDonald's is acquiring Dynamic Yield, a leader in personalization and decision logic technology. With the acquisition, McDonald's continues to build on its significant technology investments for growth.
The company will utilize the decision technology to provide an even 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 menus. In addition, the decision technology can also instantly suggest and display additional items to a customer's order based on their current selections.
“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 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 personalised experiences for our customers.”
McDonald's has tested this technology in several U.S. restaurants in 2018, and upon closing of the acquisition, the company will be one of the first to integrate decision technology into the customer point of sale at brick and mortar locations. The chain plans to roll out the technology in the drive thru at restaurants across the country in 2019 and expand the use to other top international markets.
Dynamic Yield's ability to meet McDonald's customer needs, coupled with their commitment to grow capabilities around ever-changing consumer trends and evolving marketing technologies, allows for the continued advancement and elevation of the McDonald's customer experience with technology and innovation.
“We started Dynamic Yield seven years ago with the premise that customer-centric brands must make personalization 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,” adds Liad Agmon, co-founder and CEO of Dynamic Yield.
The restaurant's recent advancements in the tech space have transformed customer experience in and around its restaurants, giving customers more ways to pay and personalize their orders to meet their needs.
Upon closing, McDonald's will become sole owner and will continue to invest in Dynamic Yield's core personalization product and teams. Dynamic Yield will remain a stand alone company and employees will continue to operate out of offices around the world.