Apprente deal: McDonald’s makes another tech acquisition

McDonald’s is buying Apprente, a US-based startup that specialises in conversational voice-based technology. Terms of the deal were not disclosed.

It has already been testing Apprente’s tech in select locations, creating voice activated drive-thrus that it says offer “faster, simpler and more accurate order taking.” It could also be incorporated into kiosks and mobile ordering.

“Building our technology infrastructure and digital capabilities are fundamental to our Velocity Growth Plan and enable us to meet rising expectations from our customers, while making it simpler and even more enjoyable for crew members to serve guests,” says McDonald’s President and CEO Steve Easterbrook.

“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.”

This marks the third recent tech investment for McDonald’s. Earlier this year, it bought Dynamic Yield and it has also invested in Plexure.