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McDonald's To Buy Dynamic Yield

McDonald's Corp. (MCD) said that it agreed to acquire Dynamic Yield Ltd, a provider of automated conversion optimization tools for marketers and retailers.

McDonald's said it will utilize this decision technology to provide an even more personalized customer experience by varying outdoor digital Drive Thru menu displays to show food based on time of day, weather, current restaurant traffic and trending menu items. The decision technology can also instantly suggest and display additional items to a customer's order based on their current selections.

Upon closing of the acquisition, McDonald's will begin to roll this technology out in the Drive Thru at restaurants in the United States in 2019 and then expand the use to other top international markets. McDonald's will also begin work to integrate the technology into all of its digital customer experience touchpoints, such as self-order kiosks and McDonald's Global Mobile App.

Upon closing, McDonald's will become sole owner and will continue to invest in Dynamic Yield's core personalization product and world-class teams. Dynamic Yield will remain a stand-alone company and employees will continue to operate out of offices around the world. Dynamic Yield will also continue to serve their current, and attract future, clients.

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