NEW YORK – Fast food behemoth McDonald’s is acquiring Israeli startup Dynamic Yield in order to offer customers better personalization experiences in-store and remotely, it was announced today.
With AI-powered personalization becoming an increasingly pressing priority for retailers and the food & beverages industry alike, the acquisition will bolster existing digital transformation efforts at McDonald’s, which has seen its stores install digital menu boards across the world.
The acquisition will expand McDonald’s “ability to ihncrease the role technology and data will play in [its] future,” CEO Steve Easterbrook said in a public statement.
Following some test runs with Dynamic Yield’s solution in US restaurants in 2018, the company will now use it to tailor the items displayed on its digital menus at drive-thru outlets using weather, foot traffic, and timespan data – as well as provide instant recommendations to customers based on their order. Later, the company plans to integrate it into its self-order kiosks and mobile app.
Easterbrook went on to say that it will increase “the speed with which we’ll be able to implement our vision of creating more personalized experiences for our customers”.
While McDonald’s did not respond to a CNN request for comment or disclose the size of the deal, The Wall Street Journal reports that the acquisition is worth upwards of $300 million.