News

McDonald's drive-thrus to get more 'suggestive' with major tech acquisition

March 26, 2019

Expect many more drive-thru menu suggestions at McDonald's after it buys the tech-based personalization company, Dynamic Yield, to use the company's core automated personalization product to build a better customer experience at its drive-thrus.  McDonald's will activate the company's platform to show customers menu options based on time of day, weather, existing restaurant traffic and what's trending, a news release said. The technology will also automatically suggest and show menu add-ons, based on each customer's selections. 

The Chicago-based hamburger chain, which has 38,000 locations around the world, said the move will make it among the world's first companies "to integrate decision technology into the customer point of sale at a brick-and-mortar location." 

McDonald's tested Dynamic Yield's core platform in several all U.S. restaurants last year and will roll it out in more U.S. stores this year. International markets will follow. McDonald's will eventually work the technology into all digital customer experience touchpoints, including its app and self-order kiosks, though no timeframe was provided.   

"Technology is a critical element of our Velocity Growth Plan, enhancing the experience for our customers by providing greater convenience on their terms," McDonald's President and CEO Steve Easterbrook, said in the release. "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."  

The acquisition of the 7-year-old tech company is the latest in McDonald's move to heighten its tech-based game following previous activations of the brand's app, mobile ordering capabilities, kiosk ordering and new outdoor digital menus. 

Upon closing of the sale — which the Chicago Tribune said comes with a $300 million price tag —McDonald's will be the sole owner of Dynamic Yield's core personalization product and teams. 

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