McDonald's acquire Dynamic Yield to improvise the menus

McDonald’s Corp has made a major acquisition in 20 years. It has procured a decision-logic firm, Dynamic Yield Ltd according to the information provided by a source who knows the matter.

The retail chain procured Dynamic Yield to bring in some changes and increase the sales. It is said that the items on the electronic menu boards’ will be changed on the basis of the weather. Like say for instance, if it is summer it will be McFlurries season and in the cold days, more of a coffee. The menus will suggest the customers if they want to add some items.

Chief Executive Officer Steve Easterbrook has utilized technology and has already introduced Self-order kiosks, digital menu boards and delivery since 2015.

He says, “Technology is a critical element of our velocity growth plan. McDonald’s is expanding the role that technology will play in McDonald’s future and the speed with which we’ll be able to implement our vision of creating more personalized experiences for our customers.”

McDonald’s has completed the process of testing Dynamic Yield’s technology in the U.S. last year. And once the deal closes, the retail chain will bring in new things for drive-thru menus this year.

McDonald’s is now the only owner of Dynamic Yield, located in New York and Tel Aviv according to the agreement.