McDonalds officially announced they will partner with Dynamic Yield to drastically improve the functions of their digital menu board in their drive-thru. Dynamic Yield is a company that works with brands across e-commerce, travel, finance, and media to create the ‘Amazon-style personalized online experience.’ With this technology, the drive-thru menu can be tailored to things like the weather, current restaurant traffic, and other trending menu items. The screen will also display additional recommended items based on each person’s prior trips to McDonalds. They also plan to integrate this technology into self-serve kiosks and the mobile app all in the later half of 2019.
With this new use of dynamic elements to personalize the menu for every consumer, McDonald’s is attempting to speak to consumers on a personal basis. This personalized touch, whether it be through the drive thru, self-serve kiosks, or the mobile app will help with brand loyalty and positive brand affinity that will help create a life long fan of the brand. It also allows the company to capture a clear picture of their consumers by market and communicate to them that “We know what YOU like.” Currently, we have implemented similar aspects of this dynamic technology implemented in our digital placements. For example, if one of our audience targets is in a cold environment at the time he/she sees our ad, it might generate an ad for a hot coffee rather than just a regular burger, or iced coffee.
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