The fast food giant announced Monday the acquisition of Dynamic Yield, an Israeli company that uses artificial intelligence to offer consumers a personalized experience.
Food companies are increasingly turning to digital technology, especially mobile apps, to learn about their customers' preferences and sell them more of what they like.
Dynamic performance will increase "McDonald's ability to increase the role that technology and data will play in our future," said Steve Easterbrook, McDonald's CEO, in a statement. It will also increase "the speed with which we can implement our vision of creating more personalized experiences for our customers," he added.
McDonald's started testing Dynamic Yield technology in American restaurants last year. She plans to incorporate the platform into her driving-point tables at retail outlets in the United States this year before expanding to major international markets. The company also plans to begin integrating technology into its self-order kiosks and mobile applications.
Dynamic Yield, headquartered in Tel Aviv and New York, will remain an independent business under the ownership of McDonald's.
This agreement marks the final stage of McDonald's aggressive growth strategy, announced two years ago.