McDonald’s Will Personalize its Drive Thru With the Help of This Acquisition

Fast food giant McDonald’s will be acquiring a tech company for over $300 million in order to personalize its drive-thru experience.

According to sources familiar with the situation, the deal to acquire Dynamic Yield is valued at over $300 million. It is the largest deal for the fast food company in two decades.

Dynamic Yield specializes in personalization and decision logic technology. The technology will allow McDonald’s digital drive-thru menus to change based on different factors, such as the weather and current restaurant traffic.

“Technology is a critical element of our Velocity Growth Plan, enhancing the experience for our customers by providing greater convenience on their terms,” said McDonald’s CEO Steve Easterbrook.

“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 personalized experiences for our customers,” Easterbrook added.

“We started Dynamic Yield seven years ago with the premise that customer-centric brands must make personalization a core activity,” said Dynamic Yield co-founder and CEO Lior Agmon in a statement.

“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.”

McDonald’s has already tested the technology in several U.S. restaurants in 2018 and will roll it out to other locations in the states this year.

There is no word on whether the company will expand internationally with the technology.

After the deal closes, Dynamic Yield will remain as a stand-alone company. According to Crunchbase, Dynamic Yield has raised a total of $83.3 million from investors.

Disclaimer: We have no position in Mcdonald’s Corp. (NYSE: MCD) and have not been compensated for this article.