McDonald's announced on Monday that it acquired Dynamic Yield, a tech company specializing in machine-learning-based recommendations, for around $300 million, according to TechCrunch. Dynamic Yield's algorithms gather customer data to generate Amazon-like recommendations. McDonald's CEO Steve Easterbrook explained the decision in a video, stating the technology will be deployed to sell more items using customer data. The company claims drive-thru stations will adjust displays based on weather, time of day, and "trending" menu items. The restaurant's press release said the technology would "instantly suggest and display" new items based on what customers have already ordered, such as recommending a frozen treat on a hot day. McDonald's conducted limited test runs of these techniques in 2018 and extended the technology to its entire business. The fast food chain has recently pushed for more stores to support mobile ordering and self-ordering kiosks, with Easterbrook telling CNBC last year that kiosks would be added to thousands of restaurants over the next couple of years.