Biggest McDonald's deal in 20 years is set to revolutionise menus
30 March, 2019, 18:24 | Author: Mary Valdez
Just as Amazon knows that when you buy a tablet you probably also want a case and foldable keyboard, McD's can automatically suggest complementary foods based on your order.
Dynamic Yield uses streams of customer data to help retailors provide personalized digital promotions.
McDonald's tested Dynamic Yield's core platform in several USA restaurants last year and will roll it out in more US stores this year.
"When Omri Mendellevich, our CTO, and I started Dynamic Yield seven years ago, the premise of what we were building was based on customer-centric organizations making individualized experiences and personalization a strategic priority", Dynamic Yield founder and chief executive officer Liad Agmon said in a statement.
Dynamic Yield, based in Tel Aviv, has designed algorithms that use shopping patterns and past purchases to suggest what items you will buy next and produced machine learning systems for other firms including Ikea, Office and William Hill.
McDonald's has tested the technology in the United States and is buying the company behind it, Israel-based Dynamic Yield, for £227m (R3320 m).
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He said McDonald's is expanding the role that technology will play in the company's future "and the speed with which we'll be able to implement our vision of creating more personalised experiences for our customers".
Drive-through wait times have increased annually for about the past five years, CEO Steve Easterbrook said during the company's most recent earnings call, and the company has been looking at ways to halt that trend. The fast food giant has installed self-ordering kiosks in more 17,000 of its locations over the past year.
Dynamic Yield, which has headquarters in NY and Tel Aviv, has clients such as Urban Outfitters and IKEA.
McDonald says it would use the technology of Dynamic Yield that can enhance the menu options on the displays in the outlets. McDonald's has 38,000 locations in over 100 countries around the world. more than 92 percent of restaurants worldwide are owned and operated by independent local business owners.
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