The Dynamic Yield acquisition was announced on Tuesday and is the latest investment by the food chain in its drive to find new ways of allowing customers to order their meals and thus drive up demand.
With this acquisition of Dynamic Yield, based in NY and Tel Aviv, McDonald's builds on its significant technology investments for growth. Additionally, the technology could gather data on the preparation times for each food item and then suggest them accordingly depending on the number of people on the order and drive-thru lines. This idea and the supporting technology had been tested at some outlets in 2018 and will now be circulated to all its' restaurants in the U.S.in 2019.
The relatively obscure startup makes its bread through helping brands across a range of different industries personalise the online shopping experience for their customers.
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After finalisation of the acquisition, McDonald's will be Dynamic Yield's sole owner.
Dynamic Yield, which has headquarters in Tel Aviv and NY, will continue to serve other clients as a standalone company even under McDonald's ownership, according to multiple reports.
The global giant is planning to roll out the technology to drive-thru restaurants in the United States in 2019, before expanding to "other top worldwide markets".
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CHICAGO and NY and TEL AVIV, Israel - McDonald's Corporation (MCD) and Dynamic Yield Ltd. today announced an agreement by which McDonald's will acquire Dynamic Yield, a leader in personalization and decision logic technology.
The data will help McDonald's customise its Drive Thru menus based on time of day, weather, current restaurant traffic and trending menu items.
It also plans to integrate the technology into its mobile ordering app and the self-service kiosks inside stores. McDonald's, for its part, has also pledged to continue investing in Dynamic Yield's core products along the way. According to the company, the agreement it had reached with Dynamic Yield was a necessary one as it needed to use the firm's technology to improve their customer's dining experience.
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