McDonald's Acquires Tel-Aviv Based Dynamic Yield for $300 Million

Signage is displayed outside a McDonald's Corp. fast food restaurant in Louisville Kentucky U.S

In a press release, McDonald's said it will use Dynamic Yield's technology to customize its drive-through windows by changing in real-time based on the time of day, weather, trending menu items and current restaurant traffic.

USA fast food giant McDonald's Corporation (NYSE: MCD) has announced an agreement to acquire Israeli AI startup Dynamic Yield, which develops personalization and decision logic technology.

McDonald's CEO Steve Easterbrook said the technology is a "critical element" in its growth plan and its vision in creating a more personalized experience for its customers.

Food companies have been increasingly turning to digital technology, particularly mobile apps, to learn about their customers' preferences and sell them more of what they like.

Such comments kicked off countless articles relating to the rise of automation, and indeed, McDonalds is well-known as being one of the biggest employers in the US and beyond.

Decision technology could mark a big leap in personalising customer experience.

Once the deal is closed, the fast food chain will begin rolling out the technology in its drive-thru restaurants in the United States in 2019 and then expand it to other top worldwide markets, the statement said.

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

McDonald's even plans to include the AI in the self-order kiosks and the mobile app.

Founded in 2011 by Israeli-born entrepreneurs Liad Agmon and Omri Mendellevich, Dynamic Yield's service uses machine learning algorithms to help businesses tailor their website to individual consumers according to behavioral patterns.

Dynamic Yield's Tel Aviv office is at 8 Eliezer Kaplan Street, a short hop from the IDF headquarters.

Agmon said, "We started Dynamic Yield seven years ago with the premise that customer-centric brands must make personalization a core activity.?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 drive-thru menus will be getting a bit more dynamic.

McDonald's said that Dynamic Yield would remain an independent company and that it would continue to invest in it.

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