It offered a simple menu of hamburgers and soft drinks, all produced quickly and cheaply on a custom assembly line.

This innovation helped spark the $600 billion modern fast food industry and one of the most iconic brands of all time.

In 2013 earnings began to stagnate as diners deserted the golden arches for new burger upstarts.

Two years later, Steve Easterbrook came on as CEO to help reverse course by pushing McDonald's to take its next big tech leap.

So far, his plan seems to be working.

At some locations, orders placed on the McDonald's app are automatically prepared the moment a customer comes within 300 feet of a store over in the drive through lane.

The company is testing technology that can scan your license plate and suggest food based on previous orders, or shaped the menu based on the day's weather from touchscreen kiosks.

Inside the stores, diners can customize their burgers into thousands of different variants.

McDonald's is adopting the approach of Amazon, Facebook and Google by using technology to personalize the consumer experience powered by this data.

It's not crazy to expect.

The McDonald's will someday know that you want a Big Mac without onions, large fries and an Oreo Mcflurry even before you do.