Would You Like Fries With That? McDonald's Already Knows the Answer

As the evolution of the McDonald's drive-through shows, the internet shopping experience, with its recommendation algorithms and personalization, is increasingly shaping the world of brick-and-mortar retail, as restaurants, clothing stores, supermarkets and other businesses use new technology to collect consumer data and then deploy that information to encourage more spending. At some stores, Bluetooth devices now track shoppers' movements, allowing companies to send texts and emails recommending products that customers lingered over but did not buy. And a number of retailers are experimenting with facial-recognition tools and other technologies -- sometimes known as "offline cookies" -- that allow businesses to gather information about customers even when they are away from their computers. In the restaurant world, the increasingly popular food-delivery apps have produced a slew of customer data. But much of that information is controlled by third-party technology companies rather than by the restaurants themselves, underlining the importance of tech expertise as the industry grows more competitive. "A lot of the restaurant chains, the larger ones that have the cash and the clout and the depth, are really turning into quasi-technology companies," said Michael Atkinson, who runs Orderscape, a company that provides voice-ordering technology.