Pizza Hut is leveraging technology from Tobii Technology to create a Subconscious Menu. Using eye-tracking technology, you look at the menu and which ever ingredients your eye lingers on will be the recommended ingredients for your pizza.

From the press release:

Taking 6 months to build, the innovative menu, which is completely controlled by the customer’s retina, features images of 20 mouthwatering ingredients most commonly found across all of Pizza Hut Restaurants’ famous pizzas e.g. fresh peppers, chorizo, pepperoni, chicken. In exactly 2.5 seconds, the Subconscious Menu knows which ingredients your mind and eyes have been looking at longest. The menu then uses a powerful mathematical algorithm to identify, from 4896 possible ingredient combinations, the customer’s perfect pizza.

You can see it (kind of) in action in the video below.

The digital menu is rolling out to all refurbished Pizza Huts in the UK.

Tests on the Subconscious Menu have been incredibly positive with 98% of people, recommended a pizza with ingredients they love. If the user isn’t happy though, they can easily start the process again with a quick glance of the re-start button.

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