Pizza Hut testing eye-tracking menu that knows the toppings you want

Adam Westlake - Nov 29, 2014
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Pizza Hut testing eye-tracking menu that knows the toppings you want

Sit down, look at a digital menu, and in less than 3 seconds, the tablet knows exactly what toppings you’re craving on your pizza at that moment. It may sound impossible, but restaurant chain Pizza Hut is already testing it, thanks to eye-tracking technology from Sweden’s Tobii.

Dubbed the “Subconscious Menu,” it looks like a normal tablet computer with a menu consisting of images of 20 typical pizza toppings. All the popular options are present, including pepperoni, onions, olives, pineapple, and tomato. In only 2.5 seconds, the system recognizes which toppings you’ve looked at the longest, and identifies which combination, out of 4,896 possible options, you’d love to have.

The device was built in six months by Tobii Technology in cooperation with Pizza Hut. The company says the Subconscious Menu may begin showing up in its restaurants one day, but through testing they’ve already achieved a 98% success rate. Users need not worry if the menu presents a combination that doesn’t sound perfectly appetizing, as they can immediately choose to start over before confirming their order.

Pizza Hut’s head of marketing says the idea came from wanting to try a new spin on the traditional menu format, and it definitely seems like they’ve come up with something that looks fun to try. On the other hand, if you’re just looking for the fastest order option out of laziness, you could always try the one-button smartphone app that you simply push to have pizza delivered, no eye-tracking needed.

SOURCE The Telegraph


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