Pizza Hut is testing a new interactive tabletop that allows customers to order pizza in-store, at their seats, via touchscreen technology.
The company's announcement comes just ahead of the annual South by Southwest Festival in Austin, Texas, which showcases new technology initiatives throughout a variety of industries. The festival is March 7 through March 16.
The new technology allows customers to choose the size of their pizza, their crust, toppings, cheese amounts and more, all via their tabletop. The process includes step-by-step visuals to guide the selections. It also enables tableside payment and gaming apps to entertain guests while they wait for their order.
A company spokesperson said Pizza Hut anticipates "possibly featuring the table first in its new concept locations," which are in Pawtucket, R.I., and York, Neb. The company will then determine additional restaurants.
The Pawtucket and York locations opened earlier this year and feature the brand's new "by the slice" concept. The new models are part of the company's "continued push for innovation," according to a news release.
"The dine-in experience is a very important part of our business, and these incredibly fresh, beautiful new locations further advance our desire to provide the best experience possible for our customers," Carrie Walsh, CMO, said in the release.
The interactive tables were developed by Pizza Hut's digital partner, Chaotic Moon. They were created to add a "fun element of collaboration for groups — everyone at the table can explore the menu and contribute to the order from wherever they're sitting."
Check out a video showcasing the new technology below:
Alicia Kelso /
Alicia Kelso has been a professional journalist for 15 years. Her work with QSRweb.com and PizzaMarketplace.com has been featured in publications around the world, including Good Morning America, Voice of Russia radio, Consumerist.com and Franchise Asia magazine.