Acquisition of startups and strengthening technology… McDonald’s trying to change

McDonald’s is focusing on acquiring tech companies to rediscover the fast food experience. On September 10 (local time), it announced that it has acquired Apprente, a chat agent startup that can automate multilingual voice commands.

The reason for the acquisition is because of the idea that it would be suitable for a fast food drive-through store. In fact, McDonald’s is already testing Afrent technology in some areas. The goal is to develop a voice drive through store that can receive orders faster, easier and more accurately. According to McDonald’s, the technology can also be used for mobile and kiosk ordering. This not only reduces waiting times, but also allows stores to operate with fewer staff.

Earlier this year, McDonald’s acquired Dynamic Yield, an online personalization startup, for more than $300 million to provide a drive-through experience defined by weather and store congestion. It also invested in mobile app developer Flexure.

McDonald’s has established McD Tech Labs, a new group with the Afrent team currently headquartered in Silicon Valley as the founding team and with Afrent co-founder Itamar Arel as the vice president of technology. It plans to double its investment. In addition, it plans to expand the team by hiring engineers, data scientists, and technical experts.

McDonald’s CEO Steve Easterbrook emphasized that building technology infrastructure and digital possibilities is fundamental to the Velocity Growth Plan, a simple and enjoyable way to meet rising customer expectations and provide services to customers. . In addition, he explained that McTech Lab, which integrates the Afrent team and technology with its global technology team, will further develop a culture of innovation. Related information can be found here .