Dynamic Yield Ltd., which helps retailers deliver personalized digital promotions to consumers using customer data streams, has operated as a separate company in the chain since the acquisition. For McDonald’s, it offers personalized offers for its store customers. It also works with other retailers to drive online sales.

The company said the deal would allow Dynamic Yield to further enhance its capabilities and grow its third-party businesses. McDonald’s says that will continue to work with Dynamic Yield and Mastercard to bring the technology to additional markets. McDonald’s has worked with Mastercard on several fast food chain digital initiatives.

“With our Dynamic Yield expertise as well as our scale and relationships, we will be able to take the relationship between our end customers and customers to another level,” said Mastercard’s President of Data and Services, Raj Seshadri, in a statement sent by email.

The company declined to disclose the terms of the transaction. The deal is expected to be completed in the first six months of next year.

Why did you buy from Dynamic Yield?

The executives had rated it as a central part of the burger chain’s growing digital strategyas these and other fast food chains focus more on digital selling through menu boards and outdoor apps, keeping pace with customers’ evolving preferences for having food delivered or ordering with less human interaction.

McDonald’s installed Dynamic Results suggestive selling technology in thousands of convenience stores and kiosks worldwide US, UK, Australia and Canada, and technology suggests additional menu items for customers to purchase when placing an order.

Sales in the US have increased during the pandemic, but franchisees have questioned the system’s performance over the past year. The company said that a transaction review found that Dynamic Yield technology had contributed less to sales than previously reported.

McDonalds is trading at $263 and the Ei indicator is practically bullish