McDonald's makes $300 million tech investment

Charlie Spargo's picture
Smarter advertising at McDonald's

In an attempt to personalise menus and make the dining experience more pleasant, McDonald's has made its largest acquisition in two decades - buying Dynamic Yield for $300 million.

The world's largest restaurant chain, which turns over around $23 billion a year, has dropped the sum to become the sole owner of the decision-logic tech firm, whose offices are located in New York and Tel Aviv.

It is a rare move for McDonald's, and shows the seriousness with which they are taking the move towards a technologically enhanced ordering and dining experience. McDonald's has already tested Dynamic Yield's solution across the US, and will roll it out to drive-thrus later this year if all goes to plan.

The technology, which utilises machine learning, will allow for smart decision-making on electronic menu boards. When the weather changes, so can the offerings - moving from milkshakes while it's hot, to coffees once it's cold, for example. Other factors that will alter what's advertised include time of day, region, trends, and current numbers in the restaurant at any time.