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McDonald's commitment to ultrapersonalización through artificial intelligence


Artificial intelligence It is a technology that is still in its infancy. Futurists agree that this tool will be one of the energisers major change in the society of tomorrow. But for now his power is limited and applications are scarce.

In the environment restoration, Artificial intelligence has been used successfully in the supplier management local. Gifted programs or machine learning machine learning They discover sources of inefficiencies that had gone unnoticed restorers. Analysis of these inefficiencies promotes the adoption of changes in the restaurant which in turn encourage a better functioning of the.

The use of AI not surprising when interacting with customers. Chatbots like Don, the model used by Domino's for apps installed in mobile terminals with IOS operating system, uses machine learning improve communications with customers.

The process optimization It is one of the areas where artificial intelligence really shines. In organized restoration can not ignore nor an iota of profit margins, so if a software AI can improve a paltry percentage performance tenth of an establishment, this results in enormous profits when the new operation model adapts and diffuses.

Two cases in which this kind of substantial improvements have been achieved are food mixers and kiosks autopedido.

In the first case, We can cite the example of the restaurant Cali Burger Pasadena (California, OF. UU.) where a robot collaborative cuisine Miso Robotics popularly known by the name of Flippy (for his ability to flip hamburger steaks) It is responsible for cooking the food orders.

This controller is capable of learning by reference to their history of actions and results, as well as information about their environment. To interpret all this information using Miso AI code the developer, whose headquarters is also located in the town of Pasadena.

As for kiosks autopedido, AI allowed reduce waiting times between the diner place your order and delivery thereof. Thus it has improved the user experience of visitors and care staff has been relocated to the kitchens, which they provide greater value to the restaurant.

Far from being the only benefits, these kiosks have reduced queuing space and therefore it was necessary to allocate to accommodate all customers waiting. further, The latest models come equipped with biometric recognition and facial, benefits that allow them identify the diner in front of the apparatus for displaying recent orders that you have made or your favorite items.

For all these reasons, not surprising that a company of the caliber of McDonald’s, world leader in the segment of fast food restaurant chains between organized, you have decided to invest 300 million dollars in acquiring a company specializing in artificial intelligence and machine learning company. That is the price for which Dynamic Yield It was acquired 25 March 2019.

Realizing the potential of Dynamic Yield

McDonald's is not a first for when buying technology companies. This same year he also made with Apprente, a company whose mission is to develop Conversational voice systems to automate customer care without sacrificing quality of service. So, Why the interest in a small, unknown company?

Dynamic Yield is a technological company originally founded in 2011 by Liad Agmon, the current CEO, and Omri Mendellevich. Its headquarters is in New York City, but also have offices in Tel Aviv (Israel).

Both Liad as the CTO have a strong technological profile. Liad's degree in computer science at the University of Tel Aviv. Meanwhile, Mendellevich he did the same in the also Israeli Bar-Ilan University, then going to lead high-profile international projects such as Virtual Web.

The main objective of the company is customize the user experience through machine learning, as well as search engine optimization in private settings. This get it are software IA powered by techniques applied to testing services Market as A / B and notification oriented.

Prior to its acquisition had a cartcustomer was formed by more than 300 companies, including big names from all sectors were. Suffice Example IKEA to emphasize this aspect. Of course, Dynamic Yield also offered their services to food companies, catering and hospitality. A notable case is that of HelloFresh SE, company operating throughout the West offering lots of food preparation.

Yield Dynamic acquisition by McDonald's surprised by the huge economic investment in technology it posed to the giant burgers. It is the largest purchase by the great eme since the last century.

But before it was absorbed by the McDonald’s Corporation, Dynamic Yield had already attracted the attention of another major player in the global economy, Alphabet Inc., the multinational under which relies Google.

With this history, it is logical to ask what is to come now that McDonald's controls technology developer.

McDonald's get the most out of Dynamic Yield through menus

Following its success in Japan with the app mobile, through which users make requests for a 35% over half, McDonald's has realized that it can modeling the consumption habits of its users through modern technologies.

The first application will hand Dynamic Yield are the drive-thrus enhanced with artificial intelligence. With them running, the hamburger chain will jump from passive to active selling sale, and it will do the most optimized way possible.

Considering the time of day, traffic or weather, service request drive-thru will offer items most likely sale. A stop at the line item late at night? For the customer will be encouraged to drink coffee. Is it in the middle of a heat wave? Nothing better than an ice cream to accompany the order ... The possibilities are limitless.

The system is ready to handle the volume of vehicles arriving at stop and relieve congestion. If there are too many cars waiting, artificial intelligence start promoting that items are purchased which is less preparation time. This keeps the queues at bay while not reduce the price per order. The result is that the number of users who attends is higher and the perceived volume of business increases.

But without any doubt, The most interesting will come in the near future.

Currently there is no reliable way to identify drivers who made the order. One solution is to use app house to order in advance and spend only for the drive-thru for him takeaway. Nevertheless, the solution includes the fast food giant is much more effective: they want recognize the license plates of cars to associate the consumption habits of each user to the vehicle so we can predict what prompted or promote individual offers the greatest potential for acceptance.

Minimize waiting times, improve user experience and increase profits It is now within reach of McDonald's. And all thanks to the work of specialists artificial intelligence, search engines and forming machine learning Dynamic Yield.

About the Author

Article by the editorial team of DiegoCoquillat.com. It has professionals both in the field of hospitality, gastronomy and tourism, and new technologies and innovation.


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