Disney Bets $1 Billion on Technology to Track Theme-Park Visitors

Disney is making a $1 billion bet on technology to track visitor preferences—and lock out rivals
Photograph by Reuters

Jason McInerney and his wife, Melissa, recently tapped their lunch orders onto a touchscreen at the entrance to the Be Our Guest restaurant at Florida’s Walt Disney World Resort and were told to take any open seat. Moments later a food server appeared at their table with their croque-monsieur and carved turkey sandwiches. Asks McInerney, a once-a-year visitor to Disney theme parks: “How did they know where we were sitting?”

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