McDonald’s just announced some big news — and for once, it’s not about an item on their menu. But it is loosely related, since it may change the game in the way you order.
Not too long ago, McDonald’s experimented with ordering via kiosk.
The experience really gave customers a chance to peruse the menu while deciding what to order. The upgraded system likely took away a lot of line anxiety for those who needed a second or two to think about what to grab for lunch. They were also interactive ways to really showcase what their food looked like.
In this day and age, digital ordering is almost a must.
But now, that order may get to know you and your tastes a little better. Do you know how after shopping at Amazon, they give you products you might like based on the way you searched and the marketing research of others with the same interests?
Well, McDonald’s just bought technology that’ll allow something very similar to happen at their establishment.
According to Wired, McDonald’s is set to go forward with an agreement to acquire Dynamic Yield. The company, located in Tel Aviv, is known for their innovative technology focused around “decision logic.” That means it can offer up alternate suggestions if it knows you’re a fan of the Big Mac.
That’s huge, because based on how accurate these systems often are, customers have learned to trust them.
How many times have you made a spontaneous purchase based on something the computer showed you?
Sometimes, it’s something you never even knew you needed.
Even though money wasn’t mentioned, TechCrunch reports that the deal cost McDonald’s over $300 million.
That’s a lot of cash.
But, it’s a sign that McDonald’s is really looking into the future.
And that’s the only way for businesses to survive — to have a game plan focused around the way technology is currently heading.
The Fast Food Insider reports that at that cost point, it’s the largest purchase that McDonald’s has made in 20 years.
Their post also states that Dynamic Yield’s client base includes brands like Lacoste, William Hill, Moss Bros, and IKEA.
So, how will the technology be used? Well, good news for drive-thru fans, since it’s expected to be utilized outside.
TechCrunch states that the technology will suggest items based on a lot of different factors, including the weather outside, the items that are currently trending, and the crowd of people currently inside the restaurant.
That means that orders may be more efficient.
Sure, fast food is meant to be fast.
But sometimes, certain products take more time to create. It’d be genius for McDonald’s to try to push the sandwiches that have already been created, to save time and resources.
McDonald’s was smart enough not to blow so much cash on something that won’t improve their company and their future vision.
This technology was actually tested out last year, and it proved to be successful.
And the good news is that it’s being implemented even sooner than you think.
Restaurants in the United States will see it roll out throughout this year.
From there, it’ll be offered to international locations.
But that’s not it. Eventually, they’re planning on using it for their kiosks, too. So if you normally go inside to order, expect for things to majorly change.
Even though this technology may make you more inspired to try out new menu items, it’s also still a huge part of McDonald’s research.
If they want to see what the most popular meals are during different seasons, this company will easily give them that information.
This is a win for the company, but it makes sense if you still feel a little creeped out. The truth of the matter is, these technological advancements are more popular than you think.
Again, Amazon is the most famous for it. But when you use a store card for discounts, just think about how that information is used.
Plus, think about all the stores that send you coupons based on things you regularly buy.
For example, BJ’s Wholesale sends me Sugar-Free Red Bull coupons in the mail quite often. They know I drink it and don’t want me to go to another store to buy it.
It’ll be interesting to see how this change affects the way we order.
Perhaps for those of us who stick with the same order (for me, it’s the Quarter Pounder with Cheese), it’ll inspire us to branch out.
The process may be different, but at least the food will still be delicious.
And in the end, that’s the most important part.
