McDonald’s $300 Million Bet on Personalized Menus Makes Sense: Here’s Why
Photo Caption: McDonald's acquisition of Dynamic Yield is the company's largest deal in decades.
Skift Take
McDonald's was a turnaround story a few years ago. Now, it's solidly in growth mode, fueled by strategic investments and initiatives that bring technology to the forefront of its business.
Kevin Ozan, McDonald's chief financial officer, was certainly foreshadowing at an investor conference just two weeks ago when he firmly declared that investment in technology was necessary for the company's continued growth.
So it follows that McDonald's has announced plans to acquire personalized data startup Dynamic Yield. The technology will be utilized to personalize menus and the ordering experience across the company's various order channels. Drive thrus are first, followed by kiosks and the McDonald's mobile app.
Previously, McDonald's merger and acquisition activity had been quiet for years. The company most recently bought the Boston Market chain for $173 million in 1999. This is the first technology startup that the fast food chain has acquired.
As McDonald's nears the end of its years-long effort to remodel every restaurant in the system to its Experience of t
