Deals
McDonald's $300 Million Tech Deal Will Revolutionize Menus
- Dynamic Yield to create personalized menu boards for diners
- Technology is ‘critical element’ of growth plan, CEO says
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McDonald’s Corp., in its largest acquisition in 20 years, is buying a decision-logic technology company to better personalize menus in its digital push.
The world’s biggest restaurant chain is spending more than $300 million on Dynamic Yield Ltd., according to a person familiar with the matter. With the new technology, McDonald’s restaurants can vary their electronic menu boards’ display of items, depending on factors such as the weather -- more coffee on cold days and McFlurries on hot days, for example -- and the time of day or regional preferences. The menus will also suggest add-on items to customers.