McDonald's Corp has announced that it is buying Israel's Dynamic Yield. The latter company's technology helps marketers personalise customer interactions.
McDonald's will pay more than $300 million for Dynamic Yield, a person familiar with the matter said.
McDonald's said it would use Dynamic Yield's technology to change its digital drive-through menu displays to show food based on the time of day, weather, current restaurant traffic and trending menu items.
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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 personalised experiences for our customers," CEO Steve Easterbrook said in a statement.
Roll Out Plan
The company said it would roll out the technology at restaurants in the United States in 2019 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.
Dynamic Yield, whose customers include IKEA and URBN, has offices in New York and Tel Aviv.
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