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McDonald’s Foray in AI: The Dynamic Yield Acquisition

McDonald’s, the world’s leading global fast food chain, has signed an agreement to acquire Tel Aviv-based Dynamic Yield — the leading AI-powered Personalization Anywhere™ platform for reportedly >US $300 Million. McDonald’s plans to integrate Dynamic Yield’s technology into their meal ordering and marketing purposes. Dynamic Yield will enable a greater digital transformation at McDonald’s by allowing it to become even more focused on the customer by deploying their technology in outdoor digital Drive-Thru menu displays, as well as other digital customer experience touchpoints, such as self-order kiosks and the McDonald’s Global Mobile App. For instance, the technology will allow McDonald’s to vary its outdoor digital drive-thru menu displays to show food based on time of day, weather, current restaurant traffic and trending menu items. In addition, it would also McDonald’s to additionally suggest for customer consideration, based on their current selections.


McDonald’s tested the technology in several locations in the United States in 2018. Over the course of 2019, McDonald’s plans to start rolling it out across US, and then, internationally.

Till Date, Dynamic Yield has raised approx.. $83.3 million from investors, including Innovation Endeavors, Bessemer Venture Partners and Marker Capital, as well as strategic backers like Naver (which owns the messaging apps Line and Snow), Baidu, The New York Times and Deutsche Telekom.

As part of the agreement, McDonald’s completely owns Dynamic Yield, which will remain a standalone company.

Artificial Intelligence has become a critical arsenal for restaurants and food chains to know more, and gain insights about customer preferences and tastes. By using data-based menu displays at McDonald’s locations, McDonald’s can drive greater personalization, offering choices for diners to consider on the basis of their existing order.

Technology adoption is not new for McDonald’s. It has in the past been one of the earlier adopters of mobile payments. With the Dynamic Yield acquisition, McDonald’s aims to cater more, and please today’s demanding consumers.


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