McDonald's Buys Dynamic Yield for Over $300 Million to Personalize Drive-Thrus
McDonald's acquires personalization startup Dynamic Yield to bring AI-driven, Amazon-style recommendations to its drive-thru menus. The fast food giant plans to roll out the dynamic digital menus across the U.S. this year.
McDonald's acquires personalization startup Dynamic Yield for more than $300 million, marking the fast food chain's largest acquisition in two decades. The restaurant giant plans to use this technology to transform its drive-thru menus by dynamically changing the displayed items based on external factors like weather, current restaurant traffic, and trending menu items.
Once a customer starts their order, the digital display suggests additional items based on their specific choices, creating an Amazon-style personalized experience. After successfully testing the system at several U.S. locations in 2018, McDonald's rolls out the technology across the United States in 2019 before expanding into international markets.
The company also integrates this personalization technology into other digital touchpoints, including self-serve kiosks and the McDonald's mobile app. Despite the acquisition, Dynamic Yield continues to operate as a standalone business, serving its existing clients across e-commerce, travel, finance, and media while helping McDonald's advance its Velocity Growth Plan.