Why is McDonald’s buying a personalization vendor?

McDonald’s Corp. wants to supersize its drive-thru sales and thinks personalized offerings can help.

The massive fast-food retailer announced Monday it is buying Dynamic Yield Ltd., a personalization vendor based in New York and Tel Aviv. The purchase price was not disclosed. However, according to Wired, people familiar with the deal say the price tag is more than $300 million.

Similar to the way an e-retailer presents personalized product recommendations based on a shopper’s location, trending items, what she has in her cart and the products she has previously viewed or purchased, McDonald’s will use Dynamic Yield to provide a personalized customer experience by varying outdoor digital drive-thru menu displays. The restaurant chain says it plans to use the technology to show food on drive-thru displays based on the time of day, weather, current restaurant traffic and trending menu items. The technology also can instantly suggest and display additional items to a customer’s order based on their current selections, McDonald’s says.

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