Apprente develops speech-recognition systems in multiple languages that automate voice-based orders. Once implemented, the technology is expected to reduce the number of employees at McDonald’s drive-thrus.
“Building our technology infrastructure and digital capabilities are fundamental to our Velocity Growth Plan and enable us to meet rising expectations from our customers. Apprente’s gifted team, and the technology they have developed, will form McD Tech Labs, a new group integrated in our Global Technology team that will take our culture of innovation one step further,” said McDonald’s CEO Steve Easterbrook.
Earlier this year, McDonald’s acquired Dynamic Yield for around $300 million with the aim of incorporating the latter’s personalization and decision logic technology into its delivery system. Later, the company bought a stake in mobile software company Plexure.
As part of the aggressive innovation program, McDonald’s has been revamping its store chain across the country, adding facilities like self-order kiosks and digital menu display.
Meanwhile, the market’s immediate response to Tuesday’s announcement was not positive. McDonald’s stock traded down 4% in the early hours of the session. Last month, the stock had hit a record high after gaining steadily since the beginning of the year. In the past twelve months, the shares gained about 30%.