Not to be outdone, McDonald’s has been especially ambitious with next-generation technology upgrades. The fast food giant has installed self-ordering kiosks in more 17,000 of its locations over the past year. Digital menu boards now adorn more than 21,000 locations.
Now McDonald’s is making its boldest — and perhaps its most expensive — move yet, by acquiring a technology solution provider, called Dynamic Yield, that uses artificial intelligence to drive customer personalization.
Initially, McDonald’s will use the platform capabilities to present customized menu items on its digital signage at drive-through locations. The menu items that it serves up will be based on an individual customer’s initial food order and also according to such factors as the weather, the time of day, and how busy the restaurant is at the moment. The menu can also be used to serve up “popular” items that also happen to have particularly high profit margins.
According to a company spokesperson, Dynamic Yield, which is based in Tel Aviv and New York, will enhance McDonald’s ability to create more personalized experiences for its customers and also boost the company’s in-store ordering and online marketing capabilities. To that point, McDonald’s reportedly plans to integrate the technology into all of its other customer touch points, as well, including the self-order kiosks and its popular Global Mobile app.