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Pizza Hut U.K. Launches World's First Subconscious Menu

Dec 02, 2014 03:34 AM EST | By Jane Galvez
pizza hut, tobii technology, subconscious menu, Innovation, technology, digital menu

Pizza Hut partners with Tobii Technology to create the world's first subconscious menu. It will be rolled out in refurbishes restaurants in the U.K.

Using Tobii's cutting-edge technology, the Subconscious Menu will determine what the customer wants even when they don't know it themselves. The menu will use an eye movement tracking method that can determine which ingredients they want. The method will rely solely on the customer's retina.

It took six months to develop the program, using photos of the 20 ingredients found fresh and available in all Pizza Hut restaurants. In 2.5 seconds, the program's algorithm learns what the customer wants by figuring which ingredients their eyes linger on the most from 4896 possible ingredient combinations.

A video demonstration of the program can be watched below:

Tests showed positive signs, as 98% of the tested customers were happy with the results. But if they're unsatisfied, they can easily restart the process with a simple click of a button.

A chartered consumer psychologist, Simon Moore, said, "We have quite an extensive subconscious relationship with our food and it's certainly the case psychologically that "we eat with our eyes." Quick brain responses are probably hardwired to our evolutionary survival reflex."

Pizza Hut's head of marketing, Kathryn Austin, said, the brand loves innovating and has cooked up new options for their menu. However, they didn't stop with additional menu items.

Austin said, "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."

In November, Pizza Hut announced numerous changes in the brand such as replacing the logo and doubling the menu, including 10 new crusts and six new sauces.

Sweden-based Tobii Technology is the global leader and pioneer in eye tracking innovations. Their technology has transformed many fields including medicine, as they have enabled numerous ways to help special needs individuals.

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