McDonald's Personalizes Its Drive-Through With Tailored Menu Offerings

McDonald's smart menus

Smart menus will officially roll out to McDonald's restaurants this year

Every day almost 68 million clients visit McDonald's but the majority of them prefer to place and pick up their orders at the drive-thru window.

With the agreement, McDonald's becomes the sole owner of Dynamic Yield, which is based in NY and Tel Aviv.

"Technology is a critical element of our Velocity Growth Plan, enhancing the experience for our customers by providing greater convenience on their terms", Steve Easterbrook, president and chief executive officer of McDonald's said in a statement.

According to Todd Gordon, founder of TradingAnalysis.com who spoke to CNBC about the company, McDonald's shares were set to surge past the $190 level.

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The deal has said to cost a massive $423 million and came after McDonald's tested the tech at some of its United States stores previous year.

McDonald's is committing financial resources to digital and technology, "personalizing the experience for customers".

In particular, McDonald's goal is to use Dynamic Yield's technology "to make [its] customer experience even more personal".

Kevin Ozan, McDonald's EVP and CFO, told attendees of the JPMorgan Gaming, Lodging, Restaurant & Leisure Forum, earlier this month that the company needs to "modernize" its restaurants with technology.

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McDonald's tested Dynamic Yield's technology in several of its restaurants last year and will roll it out to drive-throughs across the country this year, then in global markets.

McDonald's Corporation (NYSE: MCD) announced on Thursday its largest acquisition in 20 years. On 25 March of 2019, McDonald's revealed having an agreement to acquire Dynamic Yield. Dynamic Yield will remain a stand-alone company and employees will continue to operate out of offices around the world.

Dynamic Yield uses streams of customer data to help retailors provide personalized digital promotions. What's more, over 300 brands worldwide already use Dynamic Yield's solutions, which extend across multiple industries - not only to digital kiosks, but also to websites, apps, call centers, email, and connected Internet of Things (IoT) devices.

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