Fast food chain McDonald’s has announced the acquisition of personalisation technology platform Dynamic Yield.

The move follows a pilot run of the technology in several US restaurants last year.

Using the decision technology McDonald’s will be able to provide a more personalised customer experience in its fast food restaurants.

Digital drive thru menu displays will be enhanced to show food based on the time of day, weather, current restaurant traffic and trending menu items.

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McDonald’s will begin installing the software at drive thru restaurants throughout the US, and plans to launch to other international markets later in the year.

The technology will also be integrated into in-store self-order kiosks and the McDonald’s mobile app. These menus will suggest additional items to customers based on their previous selections.

“Technology is a critical element of our Velocity Growth Plan, enhancing the experience for our customers by providing greater convenience on their terms.”

 

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This is the latest in recent technology advancements for McDonald’s since McDonald’s global mobile app, mobile order and pay, indoor and outdoor digital menu boards and self-order kiosks.

McDonald’s president and CEO Steve Easterbrook said: “Technology is a critical element of our Velocity Growth Plan, enhancing the experience for our customers by providing greater convenience on their terms.

“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.”

Dynamic Yield CEO and co-founder Liad Agmon said: “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.”

Following the acquisition, McDonald’s will make investments in Dynamic Yield’s core personalisation product and world-class teams as the sole owner.

Enhanced by Rosie Lintott