McDonald’s Strategy to Personalize Ordering – WSJ

If it’s hot out, those menus might feature more cold drinks. The technology could highlight items that other consumers are buying. If diners agree to let McDonald’s know who they are, menus could offer food based on their past orders.
— Read on

For my money, the real improvement would come if they raised food quality. I don’t think of them as having anything I would want to eat, and I eat burgers and fries.