Can McDonald’s be the ‘Amazon of Fast Food?’


McDonald’s has dreams of becoming the “Amazon of Fast Food.”

McDonald’s is the fast-food Lord of the world, but now they want to be more, much more. They want to be the “Amazon of Fast Food.”

How will that be possible? Well, as was reported by CBS News, the fast-food monolith has paid more than $300 million to buy Dynamic Yield, an Israeli tech company that will allow its menu board to be customized, on the fly, to factor in the customer’s preferences.

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McDonald’s plans to use this new tech in all of its digital menu boards, but the drive-thru to the self-ordered kiosks, even the mobile app with have the AI-powered software embedded into it.

It may sound 1984-ish, but that’s the way the world is trending now, all thanks to Amazon.

The online retail giant has long had AI-powered tech built into its website to allow customers to shop based on their past preferences, so it was only a matter of time before fast food titans would get in on the action, and McDonald’s was the one to strike first blood.

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Company CEO Steve Esterbrook, in a video that seemed like a victory lap by the company, touted that he wants McDonald’s to be on the same plane as Amazon and, both of which heavily use the practice to fine-tune their websites to their customer’s interests.

"“As you place your cursor over an item and click, it enters your shopping basket and automatically suggests other items that are associated with that,”"

Again, that sounds 1984-ish, but the time for customized menu boards was on its way, and now, you don’t have to scan to see if you want an iced-coffee on a hot and balmy day. The menu board will soon make that decision for you.

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So what do you think about “customized menu boards?” Let us know either in the comments below or on our social media pages!