The Changing Face of Restaurant Personalization and Customer Experience

McDonald’s recent acquisition of decisioning engine Dynamic Yield for $300 million is a clear indication of the vital importance of personalization in both fast food and the wider QSR sector.  No doubt, the addition of this functionality to McDonald’s stack will revolutionize their customer-facing offering and propel them even further ahead of the competition.  To understand where the value lies for McDonald’s, one must remember that fast food restaurants operate a set menu, often sizeable with a huge amount of choice, which they market en masse to their entire audience.  Traditionally, everyone coming in the door or cruising through the drive-thru is presented with the same scenario because it isn’t practical to present them with a bespoke offering, tailored to their individual needs and desires at that point in time and space based on a variety of select criteria.  Unfortunately, this means that each individual customer is treated like the million before and…