McDonald’s Corporation has announced that it is acquiring Dynamic Yield Ltd. — which is a leader in personalization and decision logic technology. According to Business Insider’s sources, the deal was valued at $300 million
McDonald’s will be utilizing the decision technology to provide a more personalized customer experience by varying outdoor digital Drive Thru menu displays in order to show food based on the time of day, weather, current restaurant traffic, and trending menu items. This decision technology is able to instantly suggest and display additional items to a customer’s order based on current selections.
With the acquisition, it will enable McDonald’s to be one of the first companies to integrate decision technology into the customer point-of-sale at the company’s brick and mortar locations. This technology was tested in several of its U.S. based restaurants last year.
“Technology is a critical element of our Velocity Growth Plan, enhancing the experience for our customers by providing greater convenience on their terms,” said McDonald’s Corporation president and CEO Steve Easterbrook. “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.”
After the acquisition closes, McDonald’s is going to roll out the technology in the Drive Thru at restaurants in the United States in 2019. And then it will be expanded to other top international markets. Plus McDonald’s will also begin work to integrate the technology into all of its digital customer experience touchpoints like self-order kiosks and the McDonald’s Global Mobile App.
“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,” added Dynamic Yield co-founder and CEO Liad Agmon.
Dynamic Yield is going to remain a standalone company upon the closing of the deal. And Dynamic Yield will continue to serve their current clients and plans to attract future customers.
