Washington (AFP)
McDonald's plans to sell part of the digital start-up Dynamic Yield acquired less than two years ago in an attempt to boost sales in cars and at digital terminals, the two companies said on Saturday.
“The potential sale of the non-McDonald portion of our business was discussed from the start and now seems like the right time to explore this possibility,” said Liad Agmon, founder and CEO of Dynamic Yield, in a written statement sent. to AFP confirming information from the Wall Street Journal.
“We don't have a fixed timeline for the potential sale,” Dynamic Yield also said.
The purchase of Dynamic Yield was announced in March 2019 and McDonald's then indicated that the objective was to offer customers in the car a personalization of the offer according to the time of day, weather or attendance. of the restaurant in real time.
Dynamic Yield operates as a stand-alone business within the fast food chain.
For McDonald's, this company offers personalized offers to customers of its stores.
“The implementation of Dynamic Yield technology improves the customer experience within McDonald's Drive Thrus in a number of markets around the world and we continue to deploy in other markets,” McDonald's also commented. in a statement sent to AFP.
“As with any plan to accelerate technological innovation, we will continue to leverage research and learning and test new approaches to better adapt to changing customer needs,” the text adds.
McDonald's paid more than $ 300 million in 2019 for Dynamic Yield, which was then its biggest acquisition in years.
The leaders had then considered that it was a central element of the digital strategy of the restaurant chain.
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