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McDonald’s and Dynamic Yield have reached an agreement under which McDonald’s will acquire Dynamic Yield, which specializes in personalization and decision logic technology. McDonald’s will use this decision technology to provide a more personalized customer experience by varying outdoor digital drive-thru menu displays. Menus will be able to show different items based on time of day, weather, current restaurant traffic, and trends. The decision technology can also suggest and display additional items for a customer’s order based on current selections. This partnership will enable McDonald’s to be one of the first companies to integrate decision technology into the customer point of sale at brick-and-mortar locations.
McDonald’s has tested this technology in several US restaurants in 2018. Upon closing of the agreement, McDonald’s will begin to roll the technology out at restaurants in the United States in 2019 and then expand to other top international markets. McDonald’s will also begin work to integrate the technology into all of its digital customer experience touchpoints, such as self-order kiosks and the McDonald’s Global Mobile App. Dynamic Yield’s ability to meet McDonald’s customer needs, coupled with its commitment to consumer trends and marketing technologies, enables the continued advancement and elevation of the McDonald’s customer experience.
“Technology is a critical element of our Velocity Growth Plan, enhancing the experience for our customers by providing greater convenience on their terms,” says Steve Easterbrook, President and Chief Executive Officer, McDonald’s Corporation. “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.”
Liad Agmon, co-founder and CEO of Dynamic Yield, said “We started Dynamic Yield seven years ago with the premise that customer-centric brands must make personalization a core activity. We’re thrilled to be joining an iconic global brand such as McDonald’s and to innovate in ways that have a real impact on people’s daily lives.”
These new efforts in CX will complement existing McDonald’s services, including the Global Mobile App, Mobile Order and Pay, indoor and outdoor digital menu boards, and self-order kiosks. The goal is to give customers more ways to pay, thereby increasing personalization.
Upon closing of the acquisiton, McDonald’s will become sole owner and will continue to invest in Dynamic Yield’s core personalization product. Dynamic Yield will remain a stand-alone company and employees will continue to operate in its offices. Dynamic Yield will also continue to serve its current and future clients.
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