Global fast food chain, McDonald’s is all set to acquire Dynamic Yield, a specialist in personalisation and decision logic technology. McDonald’s will utilize this decision 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.
This will enable McDonald’s to be one of the first companies to integrate decision technology into the customer point of sale at a brick-and-mortar location. McDonald’s has tested this technology in several of its US restaurants in 2018. Upon closing of the acquisition, McDonald’s will begin to roll this technology out in the Drive Thru at restaurants in the US in 2019 and then expand the use to 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,” said 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.”
“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,” added Liad Agmon, co-founder and CEO of Dynamic Yield.
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 personalise their orders to meet their needs.