McDonald's, in its largest acquisition in 20 years, is buying a decision-logic technology company to better personalize menus in its digital push.
The world's biggest restaurant chain is spending more than US$300 million (NZ$404 million) on Dynamic Yield, according to a person familiar with the matter.
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.
Since taking the helm in 2015, Chief Executive Officer Steve Easterbrook has pushed technology, including self-order kiosks, digital menus boards, and delivery, to boost sales and help McDonald's stand out among rivals.