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Description:  At $300 million, restaurant chain McDonald’s is using a major tech acquisition of Dynamic Yield Ltd to jazz up its menu experience. CEO Steve Easterbrook has been promoting technology – like the new order kiosks – as a differentiator for the fast-food giant. By using Dynamic’s technology, McDonald’s will be able to update its drive through menus depending on factors like weather conditions. If the temperature is dropping, for instance, maybe the menu will promote a nice cup of hot coffee over soft drinks.

Date:  March 26, 2019



Discussion points:   

1) Have you used the McDonald’s app or a kiosk to order your food?

2) Do you think that this acquisition will help boost revenue?

3) Illustration 12-1 in Wiley’s Financial Accounting: Tools for Business Decision-Making explains the difference between a strategic investment and a non-strategic investment. Using this chart as a guide, in which category would you place McDonald’s investment in Dynamic Yield?

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