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Pizza Hut UK's digital menu uses eye-tracking technology to help customers order

December 1, 2014

Pizza Hut UK has launched a new "Subconscious Menu," which includes 20 ingredients ranging from chicken to peppers. According to The Telegraph, however, the ingredients are not the main draw. 

The digital menu features eye-tracking technology, developed by Swedish-based Tobii Technology, that helps customers with their orders. According to the story, customers look at the screen and the computer records what ingredients they have been looking at the longest, before using an algorithm to come up with their ideal pizza. This technology works its magic in less than 3 seconds.

So, the customer may not even know what they want out of the nearly 4,900 possible ingredient combos, but the Subconscious Menu claims to solve this problem for them.

The digital menu with the eye-tracking technology took six months to develop. Kathryn Austin, head of Marketing, said this is the "world's first Subconscious Menu" and added that it is a "unique way to reinvent the dining experience."

The story said the technology is in the early stages, but it could be rolled out to other regions in the Pizza Hut system.

Check out a video of the technology.