It seems that mobile ordering isn’t enough. Now the British Pizza Hut wants to read your mind too. Pizza Hut U.K. has developed a digital menu called the “Subconscious Menu,” which features a stripped-down version of Pizza Hut’s fairly complex menu (now with more sriracha!). The ordering technology, created by Tobii, reads your preferences by analyzing where your eye lingers on the menu board using pioneering eye-tracking technology.
The concept took six months to build and execute, and features 20 images of the pizza chain’s most popular toppings like chicken, chorizo, and pepperoni. In exactly 2.5 seconds, the eye-scanning technology will “read” your preferences and out of 4,896 possible combinations, will pick out your “perfect pizza.”
“We love to excite and innovate,” said Kathryn Austin, director of HR/Marketing at Pizza Hut U.K. “We wanted to try a few ideas on the traditional menu format and we’re delighted to have developed the world's first Subconscious Menu, a unique way to reinvent the dining experience".
The concept has already been tested with, according to Pizza Hut, a 98-percent positive user experience. If you’re not happy, though, you can always re-order.
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Joanna Fantozzi is an Associate Editor with The Daily Meal. Follow her on Twitter @JoannaFantozzi