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McDonald’s to acquire ‘decision logic’ pioneers Dynamic Yield

Fast-food chain McDonald’s will acquire ‘decision logic’ innovator Dynamic Yield for a reported $300 million, allowing it to bring greater customisation to digital display screens at its restaurants.

Dynamic Yield uses artificial intelligence to deliver greater individualisation at customer touchpoints – whether that’s online, in app or at kiosk.

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McDonald’s will utilise the American-Israeli company’s technology to provide a more personalised experience, varying digital Drive Thru displays to show food based on time of day, weather, current restaurant traffic and trending menu items. The decision technology can also suggest additional items for a customer’s order based on their current selections.

The fast-food chain, which in recent years has invested heavily in home delivery and digital technology like mobile ordering and digital menu boards, said the acquisition would “fast-track” its digital transformation.

The company tested Dynamic Yield’s technology in several US restaurants in 2018 and plans to roll it out to Drive Thru locations at restaurants in the US this year, before expanding to other countries after that.

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