Wants the Israeli Start-Up to Power McD Tech Labs
McDonald’s moved a step closer to turning around their tech firm McD Tech Labs into a Silicon Valley sensation by acquiring Apprente. The Israel-based start-up’s AI-powered technology was already being used by McDonald’s for quick order taking in the form of a Voice-based conversational system installed at drive-thrus.
The acquisition is a part of the firm’s grand plans to invest in Machine Learning and Artificial Intelligence to boost growth. The global fast-food chain said that the new acquisition could be further used to boost the mobile and kiosk-based ordering. McDonald’s had already invested in Plexure, a Mobile Marketing and Personalization tool.
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Apprente Co-Founder and CEO Itamar Arel will be the Vice President of McD Tech Labs. McD was also expanding its team of tech experts.
It was only in March 2019 that McDonald’s acquired Dynamic Yield, a Personalization platform for around $300 million. Soon after this, it started applying Machine Learning technology in drive-thrus across the US to customize the menu based on weather, traffic and several other factors to increase the per-capital purchase volume.
“Building our technology infrastructure and digital capabilities are fundamental to our Velocity Growth Plan and enable us to meet rising expectations from our customers while making it simpler and even more enjoyable for crew members to serve guests,” said McDonald’s President and CEO Steve Easterbrook in a statement.
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“Apprente’s gifted team and the technology they have developed will form McD Tech Labs, a new group integrated into our Global Technology team that will take our culture of innovation one step further,” he added.
Apprente Founded before three years had raised a total of $4.8 million from investors, including Morado Ventures, Pathbreaker Ventures, and AME Cloud Ventures among others.
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