McDonald's plans to implement artificial intelligence to its services

McDonald's will spend about $ 300 million to buy an artificial intelligence company. This is another technological investment from the fast food chain.

Rarely, the company undertook similar moves, the last such purchase was years ago, and the new deal was announced yesterday. The company that will be purchased by McDonald's is Dynamic Yield, founded seven years ago, focused on machine learning technologies.

The new technology will allow McDonald's to customize their display menus based on variables such as climate and daylight time - McFlurry Ice Cream Sandwiches or Breakfast Sausage McMuffins, for example.

The company, which serves more than 68 million consumers each day in 38,000 restaurants, plans to release the new technology in its drive-through restaurants in the US this year before it is implemented in other countries. The Chicago-based company also plans to apply technology to its indoor restaurants and smartphones.

The transaction value of $ 300 million has not been confirmed, but familiar with the case have said it will be about as many.

Dynamic Yield is based in Tel Aviv and New York and employs 200 staff. The company's clients range from furniture industry and reeling companies like IKEA to soccer teams such as Tottenham Hotspur and Ocado online store.

McDonald's current market capitalization is $ 142 billion, and this will be the biggest deal for the past 20 years. It is also of strategic importance to the company, which is increasingly turning to help with statistics and "big data" to gain a foothold against its rivals in the fast-food chain's highly competitive business.

Mobile orders and payments, "smart" order and delivery tables through UberEats are just some of the technological innovations introduced by Easterbrook, which took over the company in 2015.

Also, the company introduces a new, refreshed vision, a new set of "smart" tables, desks and free-to-use tablets and phone chargers.

McDonald's says they will be the sole owner of Dynamic Yields and will continue to invest in the business after the deal. Dynamic will continue to serve its customers, including Sephora, Urban Outfitters and Ladbrokes.

Source: Financial Times

Photo: Unsplash

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