Technology

Mastercard to acquire Dynamic Yield from McDonald's

Provided

December 23, 2021

McDonald's has announced an agreement for Mastercard to acquire McDonald's state-of-the-art personalization platform and decision engine company, Dynamic Yield.

Dynamic Yield delivers individualized product recommendations, offers and content based on a range of factors, including past purchases, page views, time of day, current store traffic and trending products, according to a press release. The software-as-a-service platform uses advanced AI and other technologies to support 400-plus brands across the retail, financial services, travel and restaurant industries, among others.

"The notion of going into a store or opening a webpage to find an experience perfectly tailored to you is no longer farfetched. It's a reality that more brands are deploying and more consumers expect. With Dynamic Yield's expertise and our scale and relationships, we'll be able to bring the connections between the end consumer and our customers to new heights," Raj Seshadri, president of Data & Services, Mastercard, said in the release.

McDonald's purchased Dynamic Yield in 2019, becoming one of the first brands to integrate decision technology into its restaurants. Under McDonald's ownership, Dynamic Yield doubled its revenue and expanded its customer base across verticals. To date, Dynamic Yield's technology has been deployed to McDonald's drive-thrus and ordering kiosks in several markets around the world.

The transaction is anticipated to close in the first half of 2022.