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

So far, however, Domino's has stopped short of the latest McDonald's play: acquiring entire tech start-ups. In March, McDonald's spent more than $300 million to buy Dynamic Yield, the Tel Aviv-based company that developed the artificial intelligence tools now used at thousands of McDonald's drive-throughs. The deal "has changed the way the high-tech industry thinks about potential M&A," said Liad Agmon, a former Israeli intelligence official who co-founded Dynamic Yield. "We'll see more nontraditional tech companies buying tech companies as an accelerator for their digital efforts. It was genius on McDonald's side."