personalization

Anthony Ha:

McDonald’s is announcing an agreement to acquire personalization company Dynamic Yield.

McDonald’s said it will use this technology to create a drive-thru menu that can be tailored to things like the weather, current restaurant traffic and trending menu items. Once you’ve started ordering, the display can also recommend additional items based on what you’ve already chosen.

In fact, the company said it tested this in several U.S. locations in 2018. The plan is to start rolling this out across the United States in 2019, and then to move into international markets. McDonald’s also plans to integrate this technology into other digital products, like self-serve kiosks and the McDonald’s mobile app.

“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 president and CEO Steve Easterbrook in a statement. “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 – “Bring true personalization from vision to reality.”