McDonald’s to use tech to make drive-thru menu recommendations
McDonald’s has announced an agreement to make its largest acquisition in decades, but the new deal is for a technology startup, not another food chain. Yesterday, the fast food giant announced it would pay more than $300 million to acquire Dynamic Yield Ltd., a firm that specializes in creating personalization and decision logic tech.
What this will mean for McDonald’s customers is that the menu displays they see when they pull up through the chain’s drive-thrus will vary based on the time of day, weather, customer traffic at the location and items trending at that location. The technology will also be able to “instantly suggest and display additional items to a customer’s order based on their current selections.”
McDonald’s, which initially tested the technology at several restaurants last year, plans to initially roll it out at drive-thrus before deploying it at ordering kiosks inside its locations and on the chain’s mobile app.
“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,” said Steve Easterbrook, president and chief executive officer, McDonald’s Corporation, in a statement.
- McDonald’s to Acquire Dynamic Yield, Will Use Decision Technology to Increase Personalization and Improve Customer Experience – McDonald’s Corporation
- McDonald’s Buys Israeli Digital Startup Dynamic Yield – The Wall Street Journal
- A future visit to a McDonald’s drive-thru will soon be similar to shopping on Amazon – USA Today
DISCUSSION QUESTIONS: What benefits will McDonald’s see with the deployment of recommendation tech at drive-thrus, in-store kiosks and on its mobile app? How do you expect McDonald’s direct competitors and others to react to this acquisition?