McDonald's Buys Dynamic Yield, to Focus on Technology led Growth

World’s largest burger chain McDonald’s Corp is buying a decision-logic technology to give a digital push to its business.

In its one of the largest deal in 20 years the burger chain is personalizing menus in its digital push.

The American fast-food chain is spending more than $300 million on Dynamic Yield Ltd, shared a news published in Bloomberg.

With the new technology, McDonald’s restaurants can vary their electronic menu boards’ display of items, depending on factors such as the weather - more coffee on cold days and McFlurries on hot days, for example - and the time of day or regional preferences. The menus will also suggest add-on items to customers.

McDonald’s in last four years has pushed on technology by including self-order kiosks, digital menus boards and delivery to boost sales and help the brand overcome competition.

The burger chain has tested Dynamic Yield’s technology in the US in 2018, and will more widely introduce it this year for drive-thru menus once the deal closes.