McDonald’s Corp. said. that they are considering selling part of Dynamic Yield, their artificial intelligence startup that delivers personalized digital advertising to consumers.
The decision logic technology helps its restaurants change the table display of an electrmnonic table of items, depending on factors such as the weather, for example more coffee on cold days and McFlurries on hot days. It also appears in variables such as time of day and regional preferences.
The company works with other futures in addition to McDonald’s, and that business has grown since its inception and now works with 300 other brands worldwide. The plan under consideration is to sell the part of the business that works with these third parties and retain the part that serves McDonald’s.
“The potential sale of the non-McDonald’s part of our business was debated from the outset and now feels like the right time to explore that potential,” McDonald’s said in “We look forward to our continued friendship as we continue to expand the use of Dynamic Yield technology at McDonald’s restaurants around the world.”
The plan is at an early stage and the chain may pursue alternatives for Dynamic Yield, which it bought two years ago for more than $ 300 million, marking its biggest build in decades.
Dow Jones reported on the plans earlier.
After acquiring Dynamic Yield, McDonald’s officials named it a key part of the company’s growing digital strategy. Still, he resisted pressure from franchisees and Wall Street to show better results after their tech investments – part of a push by former CEO Steve Easterbrook, who was outraged in 2019.