McDonald’s Corp., in its largest acquisition in 20 years, is buying a decision-logic technology company to better personalize menus in its digital push.
Since taking the helm in 2015, chief executive 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. Since McDonald’s seldom carries out acquisitions, the purchase of Dynamic Yield shows the company’s desire to leverage technology to speed growth in the fiercely competitive restaurant industry.
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