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McDonald's buys tech firm for $300M to improve menus

McDonald's is spending $300 million on a tech firm to improve their menus in the digital age.

The fast food chain has reportedly spent the large sum of money in acquiring Dynamic Yield Ltd, so that they can create menu boards which can change dependent on the weather, time of day and regional preferences.

McDonald's previously tested out the company's technology last year, and once the deal is closed, they will expand to their drive-thru menus.

Chief Executive Officer Steve Easterbrook - who inspired the company to start using self-order kiosks -

said: "Technology is a critical element of our velocity growth plan and the speed with which we'll be able to implement our vision of creating more personalised experiences for our customers."

The deal is the biggest by McDonald's in 20 years, since the burger chain invested in Chipotle Mexican Grill Inc.

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