McDonald’s Corp said it will buy Israel’s Dynamic Yield, whose technology helps marketers personalize customer interactions, to boost its online marketing efforts, Reuters reports.
McDonald’s will pay more than US$300 million, a person familiar with the matter said.
McDonald’s said it will use Dynamic Yield’s technology to change its digital Drive Thru menu displays to show food based on the time of day, weather, current restaurant traffic and trending menu items.
The deal comes as the world’s biggest fast-food chain is still struggling in its home market, where it faces fierce competition from rival chains that have also been upping their games with promotional offers and increased investments in digital and delivery services.
“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,” chief executive Steve Easterbrook said in a statement.
The company said it will roll out the technology at restaurants in the United States this year and then expand the use to other top international markets.
McDonald’s will start integrating the technology into all its digital offerings, such as self-order kiosks and McDonald’s Global Mobile App.
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