McDonald’s will add the technology to its U.S. drive-thrus in 2019.
McDonald’s plans to acquire Dynamic Yield tech firm to personalize its drive-thru menu boards, kiosks and mobile app.
The deal is valued at $300 million, Restaurant Business reports — the company’s largest in 20 years.
The technology would be able to suggest additional items based on customers’ selections. McDonald’s also said it would work to integrate the technology into its self-order kiosks and its mobile app.
McDonald’s said it has tested this technology in several restaurants last year. Once the deal is closed, the company said it will add the technology to its U.S. drive-thrus this year.
Drive-thrus account for more than two-thirds of the company’s business, Restaurant Business reports.
“Technology is a critical element of our Velocity Growth Plan, enhancing the experience for our customers by providing greater convenience on their terms,” said Steve Easterbrook, President and CEO of 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.”
Dynamic Yield was founded in 2011. Cofounder and CEO Liad Agmon said the company is “thrilled to be joining an iconic global brand such as McDonald’s and are excited to innovate in ways that have a real impact on people’s daily lives.”
When the deal closes, McDonald’s will be the sole owner of Dynamic Yield’s and said it will continue to invest in its core personalization product. Dynamic Yield will remain a stand-alone company, and its workers will operate out of offices around the world, continuing to serve current and attract additional clients.