ISRAEL – The American fast food company, McDonald’s has announced that it has reached an agreement to acquire Dynamic Yield, a Tel Aviv based provider of automated conversion optimization tools for marketers and retailers.

Dynamic Yield’s decision logic technology enhances personalization across markets while delivering solutions for consistent customer experiences.

The acquisition is part of McDonald’s strategy to drive growth through technology investments to modernize the customer experience and redefine convenience.

The company said it will utilize the decision technology to provide an even more personalized customer experience by varying outdoor digital Drive Thru menu displays to show food based on time of day, weather, current restaurant traffic and trending menu items.

The technology can also instantly suggest and display additional items to a customer’s order based on their current selections.  

The transaction comes after McDonald’s tried out the technology in several U.S. restaurants in 2018.

The company said it will begin to roll this technology out in the Drive Thru at restaurants in the United States in 2019 and then expand the use to other top international markets when the transaction is closed.

It will also begin work to integrate the technology into all of its digital customer experience touchpoints, such as self-order kiosks and McDonald’s Global Mobile App.  

“Technology is a critical element of our Velocity Growth Plan, enhancing the experience for our customers by providing greater convenience on their terms,” said Steve Easterbrook, President and Chief Executive Officer, McDonald’s Corporation.

“With this acquisition, we’re expanding both our ability to increase the role technology and data will play in our future and the speed with which we’ll be able to implement our vision of creating more personalised experiences for our customers.” 

Dynamic Yield provides McDonald’s with a platform to enhance customer experiences while addressing the need for innovation based on changing consumer trends.

“We started Dynamic Yield seven years ago with the premise that customer-centric brands must make personalization a core activity,” said Liad Agmon, co-founder and CEO of Dynamic Yield.

“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.” 

Dynamic Yield will continue operating as a stand-alone company, while employees as well as clients currently served by the company will not be affected once the deal is complete.

The acquisition reinforces McDonald’s recent advancements in technology including the development of McDonald’s Global Mobile App, Mobile Order and Pay, indoor and outdoor digital menu boards and self-order kiosks.