McDonald’s has announced its second technology acquisition in the space of a week after making an investment in New Zealand-based outfit Plexure.
Plexure has played an important role in McDonald’s focus on digital transformation, powering a version of McDonald’s global mobile app in 48 countries outside the US and other markets, including Italy and Japan.
The transaction marks McDonald’s first-ever investment in a mobile app vendor and follows its recent announcement to acquire Dynamic Yield, a decision-engine and personalisation company.
Funds from the investment will further Plexure’s growth plans while giving McDonald’s enhanced access to Plexure’s technology in the QSR space, including access to greater back-end and front-end features, customer functionality and customer targeting, among others.
The investment coincides with an amendment to the existing software service agreement between the two companies, which will extend McDonald’s usage of Plexure’s technology and set new specifications for service levels and pricing.
As part of this agreement, Plexure will not provide similar services to a defined list of competitors in the QSR space, based on certain terms and conditions.
“Across all of our markets, we’re using technology to elevate and transform the McDonald’s customer experience,” said Steve Easterbrook, president and CEO of McDonald’s.
“Our mobile apps play a key role in our digital acceleration, allowing customers to interact with us on their terms in a personal, customised 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.”
Craig Herbison, CEO of Plexure, added: “This is a tremendous vote of confidence from our largest customer. This investment will further our efforts to reach more people with our technology, provide world-class service to our clients and execute our growth plans for our company.”
The investment is being facilitated through the issuance of new equity in Plexure. Under the terms of the subscription agreement, McDonald’s will pay £2.75m for a 10% share in the business.
The cash investment from McDonald’s will result in a 9.9% minority stake, of which funds will be used for Plexure’s growth and expansion purposes.