American Fast Food Company, McDonald has entered into an agreement to acquire decision logic technology provider Dynamic Yield for $300 Million in an attempt to enhance customer experience and provide better personalized menus using digital technology.
This acquisition is an attempt to use personalized digital technology for better customer experience. It would enable the fast-food chain to customize the electronic menu boards' display of items, depending upon various factors such as weather, regional preferences and the time of day.
McDonald has emphasized on digital technology and has included self-order kiosks, digital menus boards and delivery services to boost the sales and to help it stand out among its competitors. This is the largest acquisition of the fast-food company and showcases the company's desires to use technology for speed growth in the ever-competitive restaurant industry.
Dynamic Yield has raised a total of $83.3 million from investors, including Innovation Endeavors, Bessemer Venture Partners and Marker Capital, as well as strategic backers like Naver (which owns the messaging apps Line and Snow), Baidu, The New York Times and Deutsche Telekom.
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