McDonald’s Personalizes the Drive-Thru Menu

Next time you pull up to a McDonald’s drive-thru, you might see exactly what you’re craving front and center. Menus will be personalized based on factors like weather, local events, restaurant traffic, and trending items.

This new technology will be powered by their acquisition of personalization company Dynamic Yield. The menu can be programmed against triggers with scenarios such as offering ice cream and iced coffee when the temperature rises above 80 degrees, or pushing hot chocolate when it starts to rain.

Once a person starts ordering, the menu will offer add-ons based on the previous selections made. For example, a person ordering a salad may be offered a smoothie instead of fries.

Why It’s Hot

McDonald’s already builds off of customer’s cravings. Now that these cravings can be predicted, personalized, and optimized over time, there’s a high likelihood that customers will be ordering more at the drive-thru window.