In order to boost its online marketing efforts, McDonald’s Corp will acquire Israel’s Dynamic Yield, a leader in personalization and decision logic technology. McDonald’s will pay over $300 million for the acquisition.
The acquisition of Dynamic Yield will help McDonald's to builds its significant technology investments for growth. The fast-food chain will also be using 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.
Steve Easterbrook, Chief Executive Officer of McDonald's Corporation, said, "Technology is a critical element of our Velocity Growth Plan, enhancing the experience for our customers by providing greater convenience on their terms. 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."
Liad Agmon, Co-Founder and CEO, Dynamic Yield, added, "We started Dynamic Yield seven years ago with the premise that customer-centric brands must make personalization a core activity. We're thrilled to be joining an iconic global brand such as McDonald's and are excited to innovate in ways that have a real impact on people's daily lives."