Dynamic Yield

McDonald's, a global leader in the quick-service restaurant industry, faced the challenge of enhancing its customer ordering experience to keep up with its competitors and meet the evolving demands of its clientele. The goal was to make the overall experience more personalized, seamless, and engaging across its vast network of restaurants, including nearly all U.S. locations.

The primary objective for McDonald's was to employ advanced personalization technologies to better predict customer preferences and optimize menu item recommendations. This involved integrating AI-powered decision technologies into their digital platforms to showcase the most relevant menu items based on various factors such as time of day, current restaurant traffic, and popular choices.

McDonald's partnered with Dynamic Yield to test and implement their personalization and experience optimization solutions. Beginning in 2018, Dynamic Yield’s AI-based technology was initially deployed in several U.S. restaurants. The system utilized intelligent deep-learning algorithms tailored to McDonald’s specific needs to enhance 'Recommended Items' and 'Suggestive Sell' features on digital menu boards, both in Drive Thrus and in-store kiosks. Regular A/B testing and optimization ensured continuous improvement in personalized recommendations.

The implementation of Dynamic Yield’s technology led McDonald's to significantly improve its customer engagement and ordering experience. Personalized recommendations in over 12,000 U.S. Drive Thrus and in-store kiosks during a 6-month ramp-up period resulted in increased average check sizes. The dynamic menu boards showcasing relevant items effectively captured customer preferences, setting the stage for further global integration of these capabilities.