McDonald’s invests in mobile software publisher Plexure
McDonald’s Corp. announced Monday it has invested in New Zealand-based mobile engagement company Plexure as the company continues to be more aggressive in using unique technologies inside its restaurants.
This is McDonald’s first investment in a mobile application provider. But this is the company’s second major investment in a technology company.
The Chicago-based burger giant is already using Plexure’s technology in its mobile apps in 48 countries outside of the United States. with a specific list of McDonald’s quick service restaurant rivals.
McDonald’s has agreed to acquire 9.9% of the shares of Plexure, or 13.8 million shares, for a value of US $ 3.7 million Just last week, the fast food giant acquired Israeli company Dynamic Yield in a $ 300 million deal that will give McDonald’s the ability to customize its drive-thru screens to suit the weather forecast, the time of day and how busy it is.
Plexure’s technology helps businesses engage with consumers on their mobile devices, using offers, loyalty programs, and mobile orders to keep them ordering more often.
“In all of our markets, we are using technology to improve and transform the McDonald’s customer experience,” CEO Steve Easterbrook said in a statement. “Our mobile apps play a key role in our digital acceleration, enabling customers to interact with us in a personal and personalized way. This investment is a testament to our confidence in Plexure’s ability to generate strong results for our business and in the talent and technology they have cultivated.
Plexure will use McDonald’s investment to continue its growth plans and give the burger chain increased access to its technology. This includes increased access to back-end and front-end functionality, customer functionality, and customer targeting.
Craig Herbison, CEO of Plexure, called the investment “a tremendous vote of confidence from our biggest customer.” He said the funds “will strengthen our efforts to reach more people with our technology.”
McDonald’s operates nearly 38,000 locations worldwide, including 14,000 in the United States. Franchisees operate over 92% of these locations.