Subconscious Menu knows what you want – it can see it in your eyes

Pizza Hut's eye-tracking Subconscious Menu

Choosing your own pizza toppings from a number of options might seem like a daunting task, but perhaps it isn't as hard as you think ... perhaps your subconscious already knows what you want. That's the thinking behind the new eye-tracking Subconscious Menu, which is being introduced at UK Pizza Huts.

Customers using the system are presented with a tablet, that's equipped with an eye-tracking system designed by Tobii Technology. First, they're required to watch a Pizza Hut logo move across the screen, in order to calibrate the system to their unique eye movements. Then, they're shown an assortment of 20 pizza toppings offered by Pizza Hut.

Within just 2.5 seconds, the software is reportedly able to determine which toppings they looked at the longest. It then proceeds to create a "virtual pizza" made with those toppings, and presents it for their approval. They can either proceed to order it, or they can glance at the onscreen restart button to repeat the process.

In tests of the system, 98 percent of participants were reportedly happy with the pizzas they "chose." Pizza Hut is currently introducing the Subconscious Menu at all of its refurbished restaurants across the UK. It can be seen in use, in the following video.

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