McDonald’s, in its largest acquisition in 20 years, is buying a decision-logic technology company to better personalize menus in its digital push.
Dynamic Yield's software will enable McDonald's to personalize its digital menu boards and push additional items based on what a customer has just ordered.
The world’s biggest restaurant chain is spending more than $300 million on Dynamic Yield Ltd., according to a person familiar with the matter. With the new technology, McDonald’s restaurants can vary their electronic menu boards’ display of items, depending on factors such as the weather — more coffee on cold days and McFlurries on hot days, for example — and the time of day or regional preferences. The menus will also suggest add-on items to customers.
Baird analyst David Tarantino said he sees “strategic value” in the deal, especially as McDonald’s tries to accelerate its growth and “elevate the customer experience.” He said the deal could be “slightly dilutive in the early stages.”
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