McDonald’s acquires Israeli tech firm to update drive-thrus

McDonald's purchases Tel Aviv-based Dynamic Yield for $300 million to personalize its drive-through windows.

Marcy Oster, JTA,

McDonald's
McDonald's
Reuters

You can really have it your way soon at McDonald’s drive-thrus thanks to an Israeli tech company. (Yes, we know “Have it your way” was another burger giant’s slogan, but it fits here, OK?)

McDonald’s just bought Tel Aviv-based Dynamic Yield to use its technology to personalize the fast food chain’s drive-thru menus. So not only will it ask you if you want fries with your order, it may also recommend a salad to go with your diet cola or, on a hot day, some ice cream.

The announcement of the acquisition this week on the McDonald’s website did not provide the purchase price. The TechCrunch website reported, citing a source with knowledge of the deal, that it is more than $300 million, making it the chain’s largest acquisition in 20 years.

McDonald’s said it would use Dynamic Yield technology “to provide an even more personalized customer experience” at its drive thru menu displays “to show food based on time of day, weather, current restaurant traffic and trending menu items.” The decision technology can also instantly suggest and display additional items to a customer’s order based on their current selections.

McDonald’s said it would begin to roll out the technology this year in its U.S. restaurants and then expand to other top international markets.

Dynamic Yield will remain a standalone company and employees will continue to operate out of offices around the world, according to the statement. The company was founded in 2011 and has offices not only in Tel Aviv but in Germany, Singapore, New York, Russia, France and Britain.




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