McDonald's wants to become the Amazon of fast

A sign for the U.S. fast food restaurant chain McDonald's is seen outside one of their restaurants

"The fast food giant said it has agreed to buy Dynamic Yield, which specialises in personalisation and decision logic technology".

More than 36,000 restaurants, in 119 countries, almost 68 million customers per day, and earnings past year of more than US$6 billion.

Steve Easterbrook, President and Chief Executive Officer, McDonald's Corporation. McDonald's started testing the technology in several US locations last year, and plans to expand its use for drive-thru menus across the USA this year and then internationally.

McDonald's has been making giant leaps in the tech space by integrating functionality - through its mobile app, self-ordering kiosks, mobile order and pay option, etc.

The Dynamic Yield technology powers individualized experiences for more than 600 million users each month across hundreds of global brands, with a decisioning engine that uses machine learning and predictive algorithms to build valuable customer segments in real-time that can be used to take instant action via personalization, recommendations, automatic optimization, and one-to-one messaging. Since McDonald's seldom carries out acquisitions, the purchase of Dynamic Yield shows the company's desire to leverage technology to speed growth in the fiercely competitive restaurant industry. "It gives us a huge competitive advantage". The software will track service times at individual outlets and suggest items that are easier to make during peak hours so drive-thrus run smoother, among other features. Investors include Bessamer Ventures, Innovation Endeavors, Vertex, Marker LLC and others. The firm has offices in Germany, Singapore, New York, Russia, France and the United Kingdom, according to data compiled by Start-Up Nation Central, which tracks the industry. The New York and Tel Aviv, Israel-based Dynamic Yield is the developer of an AI-powered Personalization Anywhere platform that delivers individualized experiences at every customer touchpoint: web, apps, email, kiosks, IoT, and call centers. Our acquisition by McDonald's, one of the most iconic and beloved brands of our time, is truly an endorsement of that vision as they have chosen Dynamic Yield to help power personalization across their 37,000 restaurants in 120+ markets around the world.

Dynamic Yield, whose customers include IKEA and URBN, has offices in NY and Tel Aviv.

This acquisition "is a major milestone in our company's history, representing a unique opportunity for us to develop at a higher scale of innovation and break the boundaries of what originally thought possible", stated Dynamic Yield co-founder and CEO Liad Agmon. Over 92 percent of McDonald's restaurants worldwide are owned and operated by independent local business men and women.

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