McDonald's turns to tech to build the future of fast food

A Happy Meal and AI might not be the most obvious pairing but 2019 has seen McDonald's hit the headlines for its fast-paced investments in tech. In March, it acquired online personalisation startup Dynamic Yield for more than £232.8m This sparked a series of acquisitions, paving the way for what seems like the beginning of a journey for the iconic fast food chain to become the Amazon of food. A month later, it bought a 9.9% stake in mobile software company Plexure in a deal valued at about £3.8m, according to reports. The New Zealand-based company already helps with McDonald's mobile app but this surge of investment will see the chain have unprecedented access to Plexure's new tech for its app.