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McDonald’s eyes personalised menus in supersize digital push

McDonald’s is focusing its firepower on personalised menus with a $300m acquisition of Dynamic Yield, specialists in decision-led technology, which would enable the monolithic chain to offer a more individualised service.

With access to this technology, McDonald’s will be in a position to vary its electronic menu boards in response to variables such as the climate, time of day and region, flogging more McFlurries on warm days and Egg McMuffins in the mornings.

Under the terms of the deal, Dynamic Yield will remain a standalone business with McDonald’s as sole owner.

Championing the takeover chief executive officer Steve Easterbrook said: “Technology is a critical element of our velocity growth plan," adding that the addition would boost “… the speed with which we'll be able to implement our vision of creating more personalized experiences for our customers.”

The Dynamic Yield deal represents the largest transaction undertaken by McDonald’s since a short-lived investment in burrito chain Chipotle Mexican Grill two decades ago.