McDonald's $300 Million Bet on Personalized Menus Makes Sense: Here's Why

table.skift.com

This week McDonald's spent $300m to acquire Israeli-based Dynamic Yield, a company building personalization technology. This is an interesting buy for a business that reached global scale on the back of standardization and consistency - two all beef patties, special sauce, lettuce, cheese on a sesame seed bun is the same everywhere. The idea is to "personalize menus and the ordering experience across the company’s various order channels. Drive thrus are first, followed by kiosks and the McDonald’s mobile app." And that's not all - the company is spending a billion dollars to drive the "Experience of the Future" store. If McDonald's is taking personalization this seriously with ~150 skus (which feels like a lot for them!), any retail not paying this much attention to creating unique experiences in store needs to seriously reconsider whether they'd like to be in business 10 years from now.

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