McDonald’s is increasing its emphasis on digital technology with a $3.7 million investment in Plexure, a mobile engagement software company. The solution provider’s technology powers a version of McDonald’s Global Mobile App in 48 countries outside the U.S., including Italy and Japan. The deal gives the restaurant giant a 9.9% minority stake in Plexure.
The investment coincides with an amendment to the companies’ existing software service agreement, which will extend McDonald’s usage of the Plexure technology, and set new specifications for service levels and pricing through greater access to back-end and front-end features, customer functionality and customer targeting. Additionally, Plexure will be barred from providing similar services to certain quick-service restaurant companies.
“Across all of our markets, we’re using technology to elevate and transform the McDonald’s customer experience,” said Steve Easterbrook, President and CEO of McDonald’s in a statement. “Our mobile apps play a key role in our digital acceleration, allowing customers to interact with us on their terms in a personal, customized way.”
The Plexure investment follows less than two weeks after the restaurant chain’s acquisition of personalization provider Dynamic Yield for $300 million. McDonald’s is planning to harness the technology to provide personalized drive-thru menus that promote products based on time of day, weather, current restaurant traffic and trending menu items.