McDonald’s will acquire Dynamic Yield, based in New York and Tel Aviv leader in personalization and decision logic technology. With this acquisition, McDonald’s builds on its significant technology investments for growth. Financial terms were not disclosed. However, deal value is rumoured to be over $300m. McDonald’s will utilize this decision technology to provide more personalized customer experience by varying outdoor digital Drive Thru menu displays to show food based on time of day, weather, current restaurant traffic, and trending menu items. “Technology is a critical element of our Velocity Growth Plan, enhancing the experience for our customers by providing greater convenience on their terms,” said Steve Easterbrook, President, and Chief Executive Officer, McDonald’s Corporation. “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 personalised experiences for our customers.”