The fast-food franchise is implementing menus that adapt in accordance with real-time factors like weather, trending items and customers' orders as they go

While the fast-food drive-through may be a time-saving and time-honored practice, it is also one that has room for improvement. Fast food giant McDonald's is looking to elevate the experience through the use of personalized menus, and will be doing so with its recent agreement to acquire personalization company Dynamic Yield.

The plan is to use Dynamic Yield's technology to customize the  menu that drive-through patrons see to specific factors, like the weather, current wait times and trending items. Once a customer starts ordering food, the menu will adjust to offer other complementary offerings to whet their appetite.

McDonald's says it has tested the technology at select locations during 2019, and plans to roll it out nation-wide this year. This technology will also be integrated into the self-serve kiosks and mobile app. McDonald’s president and CEO Steve Easterbrook comments, “With this acquisition, we’re expanding both our ability to increase the role technology and data will play in our future and the speed with which we’ll be able to implement our vision of creating more personalized experiences for our customers.”

McDonald's | Dynamic Yield


Lead image: stock photos from Seika Chujo/Shutterstock

While the fast-food drive-through may be a time-saving and time-honored practice, it is also one that has room for improvement. Fast food giant McDonald's is looking to elevate the experience through the use of personalized menus, and will be doing so with its recent agreement to acquire personalization company Dynamic Yield.

The plan is to use Dynamic Yield's technology to customize the  menu that drive-through patrons see to specific factors, like the weather, current wait times and trending items. Once a customer starts ordering food, the menu will adjust to offer other complementary offerings to whet their appetite.