McDonald's will buy 13.8 million shares of Plexure, a New Zealand-based company, for about $5 million, according to reports. McDonald's last week said it would acquire Dynamic Yield, the Israeli digital startup, to improve the customer experience, particularly during the drive-thru.
Plexure already provides a global app for McDonald's in 48 countries outside the U.S. and other markets, including Italy and Japan. The app provides discount vouchers and loyalty offers to McDonald's customers.
The deal will give McDonald's "enhanced access to Plexure's technology in the quick service restaurant space, including access to greater back-end and front-end features, customer functionality and customer targeting, among others," McDonald's said in a statement.
"Across all of our markets, we're using technology to elevate and transform the McDonald's customer experience," said Steve Easterbrook, McDonald's president and CEO. "Our mobile apps play a key role in our digital acceleration, allowing customers to interact with us on their terms in a personal, customized way. This investment is a testament to our belief in Plexure's ability to deliver strong results for our business as well as the talent and technology they've cultivated."
McDonald's shares were inactive in premarket trading. The stock has risen 6.1% so far in 2019.
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