McDonald’s buys $300m tech firm to personalise menus

McDonald’s is acquiring a decision-logic technology company to better personalise menus as part of its digital push. The fast-food giant is understood to be spending more than $300m (€266m) on Dynamic Yield — its largest acquisition in 20 years.

With the new technology, McDonald’s restaurants can vary their electronic menu boards’ display of items, depending on factors such as the weather — more coffee on cold days and McFlurries on hot days, for example — and the time of day or regional preferences. The menus will also suggest add-on items to customers.