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The fast food company said in a statement that its goal was to implement Dynamic Yield technology in the menu of its automotive service, called "driving service", so that it is automatically updated and updated. adapted to variables such as weather or traffic.
In addition, McDonald's wishes that once the customer has started to select content from the menu, he makes recommendations for other products that complement his choice.
Although neither the chain of restaurants nor Dynamic Yield (whose head office is shared between the United States and Israel) does not detail the price of the operation, the specialized press quantifies it in 300 million dollars, which represents the largest acquisition made by McDonald's in twenty years.
"Technology is an essential part of our rapid growth plan, which enhances our customers' experience by providing them with more amenities," said Steve Easterbrook, president and CEO of the hamburger chain.
The acquisition of Dynamic Yield will enable us to expand "our ability to increase the role that technology and data will play in our future and the speed with which we can achieve our vision of creating more personalized experiences for our customers", according to the manager. McDonald & # 39; s
In the future, the company plans to integrate this technology with the rest of its digital products, from self-service kiosks in restaurants to its mobile application.
Dynamic Yield, which has offices in New York, San Francisco, Berlin, Tel Aviv, Singapore, Paris, London, Moscow and Barcelona, will also continue its activities outside McDonald's, working for current and future customers in the field of care. Customized EFE
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