McDonald’s is selling a personalization and decision-logic technology company that it acquired nearly three years ago.
The fast-food giant is selling Israeli startup Dynamic Yield Ltd. to Mastercard for an undisclosed amount. McDonald’s acquired the company in March 2019. The deal was valued at more than $300 million, making it the largest McDonald’s deal in 20 years.
The Dynamic Yield technology enables McDonald’s to vary its outdoor menu displays to show food tailored to such factors as time of day, weather, current restaurant traffic and trending menu items. It also allows the chain to instantly suggest and display additional items to customers based on their current selections.Chain Storeage