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McDonald's buys Dynamic Yield

Fast food chain McDonald’s has acquired Dynamic Yield, an artificial technology company based in Tel Aviv specializing in personalization and decision logic. The company plans to use this technology to improve its customer experience. According to McDonald’s, the system will allow outdoor digital drive-through menus to vary their displays based on time of day, weather, current restaurant traffic and trending menu items. The system will also suggest additional menu items based on a customer's current selections. The system will roll out in the United States through 2019 and then expand to international markets. It will also be integrated into the chain’s self-order kiosks and mobile application.

“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 CEO of McDonald’s. “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 personalized experiences for our customers.”

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