McDonald’s buys tech firm
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McDonald’s is set to purchase US/Israeli personalisation vendor Dynamic Yield in an attempt to boost drive-thru sales.
The deal, reportedly worth more than US$300 million, will help the fast food vendor personalise outdoor digital drive-thru menu displays. The tech will analyse a range of variables in order to determine the most persuasive additional items to suggest to customers placing orders.
“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,” said McDonald’s president and CEO Steve Easterbrook.
Dynamic Yield has served multiple online retailers, including LVMH-owned cosmetics retailer Sephora and furniture giant Ikea. It has more than 300 clients worldwide.
The technology will be rolled out in drive thrus at US restaurants this year before expanding to other leading international markets.
Questions & Answers
Q.What is the primary purpose of McDonald's acquiring Dynamic Yield?
What is the primary purpose of McDonald's acquiring Dynamic Yield?
McDonald's aims to boost drive-thru sales by personalising outdoor digital menu displays, using Dynamic Yield's technology to suggest additional items to customers.
Q.When will this new technology be introduced to customers?
When will this new technology be introduced to customers?
The technology will be rolled out in US drive-thrus this year, with plans to expand into other major international markets afterwards.
Q.What kind of analysis will Dynamic Yield's technology perform?
What kind of analysis will Dynamic Yield's technology perform?
The technology will analyse various factors to identify the most persuasive additional items to recommend to customers as they place their orders.
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