Mastering personalisation in the fast food industry

By Harry Hanson-Smith, the regional vice president at Dynamic Yield by Mastercard

The UK’s 2,256 drive-thrus took in £2.9bn from 2021-22, and drove £500m more sales compared with the year before, according to research by the NPD Group. Last year, the fast food and takeaway industry in the UK amounted to a whopping £21bn, up from the previous year’s approximate £20bn.

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